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IF ONLY FOR A SECOND

basics
Industry: Public interest & Non-profit
Media:Design & Branding
Published:2013
Market:France
Language:French
Style: Minimalism
descriptioncnen
Describe the campaign/entry:
The Mimi Foundation's provides support to cancer patients. It has opened wellness centers in hospitals in Belgium, France and Switzerland. The support are hairdresser, make-up and massages.
Their is no regulation imposed by healthcare regulatory, or Tv station or other regulating body because it is not medical support but wellness.

Results:
The Mimi Foundation's mission is to provide support to cancer patients. It has opened several wellness centers in hospitals in Belgium, France and Switzerland.
Today, in order to develop its action, the Mimi Foundation needs to increase its notoriety.


The brief : How to create awareness for the Mimi Foundation and its mission ?


The Campaign IDEA : “You know what I miss the most ? being carefree”(Katy.A diagnosed with cancer)

Here is the sentence that inspired the «if only for a second» project.
20 cancer patients were invited to a studio.
Their hair and makeup were done but they could not watch the transformation.
A photograph immortalized the moment they opened their eyes.
The surprise allowed them to forget the disease, if only for a second.

The project was conducted in two stages.
The first took place in Brussels in June, where the Mimi Foundation reunited a photographer and a director.
One of them had the mission to capture the second when the patient saw themselves after their transformation,
the other to film every moment of their experiences.

The second stage of the project was to organize a photo exhibition for the families of the patients on November 7th, 2013.

The idea was to reveal at the same time all the photographs. Within a second, smiling faces were seen all over the room. At that very moment, the cancer did not exist for the family members either.

For this project, there is a 3 minutes 43 seconds spot, launched on YouTube channel and a book entitled "If only for a second" sent to the representative PR all around the world.

20 cancer patients were invited to a studio.
Their hair and makeup were done but they could not watch the transformation.
A photograph immortalized the moment they opened their eyes.
The surprise allowed them to forget the disease, if only for a second.

The collected photographs were published as a book, that was offered to members of the press. On dec 4th, 2013, journalists, PR representatives and bloggers around the world discovered the laugh and carefreeness expressed in the portraits. Every photo mentioned the date and the second in which every patient forgot about their illness.
Readers were invited to watch the film by flashing the QR code.

Articles appeared in the press and national media by the tens of thousands (Le Monde, Le Figaro, Elle, Grazia, Libération…)
and in the international press (The Guardian, Time, The Huffington Post, NBC, CNN, Het Niewsblad…).

More than 15 millions views (Youtube, Dailymotion, Vimeo…).

Tweets were sent every 2 minutes.

Several exhibitions of « If only for a second » are already programmed around the world (Paris, New York, Brussels…)

Visitors will discover the collected portraits and will have the possibility to buy the book, which is already in its second printing by popular demand.

The book is a success story !
2000 copies have already been firmly ordered from China, Europe or the United States.
credit
Brand:
Agency:
Executive Creative Director:
Copywriter:
Art Director:
Photography:
Art Buyer:
Account Manager:
Production Company:
Producer:
Director:
Music:
Post Production:
Other credit:Advertising Manager: Myriam Ullens de Schooten, Marianne Wagner
Hair Designer: Gregory Kaoua, Christophe Martinez
Make Up Artist: Philippe Meysmans, Marie/Claire Vervaene
Stylist: Chantal Bourbigot
Retouch: Kilato
Film Director: Coban Beutelstetter
Agency Producer: Elisabeth Boitte, Antoine Grujard
Motion Design: David Bouque
Managing Director: Marianne Wagner
awards
Cannes Lions International Festival of Creativity 2014
Silver Branded Content & Entertainment
Use or integration of Printed Content
New York Festival International Advertising Awards 2014
First Prize Design
Photography
New York Festival International Advertising Awards 2014
Second Prize Design
Philanthropic Appeals
New York Festival International Advertising Awards 2014
Second Prize Public Service Announcements
Books
New York Festival International Advertising Awards 2014
Third Prize Integrated
Public Service
The Kinsale Shark Awards 2014
Gold Print/Ambient/Outdoor
Ambient - Live performance
The Kinsale Shark Awards 2014
Silver Digital
Online video
The Kinsale Shark Awards 2014
Silver Film
Print - Editorial and book (cover and complete book)
The Kinsale Shark Awards 2014
Silver Media
Best campaign using 3 or more media formats
The Kinsale Shark Awards 2014
Bronze Design
Viral film designed for user-distribution
The Kinsale Shark Awards 2014
Bronze Integrated
Integrated media strategy budget < eur100,000
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