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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
Story
June 17th, 2013 , at the initiative of the Mimi Foundation and in collaboration with Leo Burnett France , 20 cancer patients participated in a unique makeover experience .
They were invited to a studio where they got their hair and makeup done without being able to see themselves during the transformation.
A photograph then immortalized the moment they opened their eyes.
This discovery allowed them to forget the disease, if only for a second.
Story (original language)
Le 17 juin 2013, à l’initiative de la Fondation Mimi et en collaboration avec l’agence Leo Burnett France, 20 personnes atteintes du cancer ont participé à une expérience de relooking inédite. Elles ont été invitées dans un studio où elles ont été coiffées et maquillées sans qu’elles ne puissent se voir.
Un cliché a immortalisé l’instant où elles ont ouvert les yeux.
Cette découverte leur a permis d’oublier la maladie, ne serait-ce qu’une seconde.
Philosophy
The project was conducted in two stages.
The first took place in Brussels in June, where the Mimi Foundation and Leo Burnett reunited the photographer Vincent Dixon and the director Coban Beutelstetter.
One of them had the mission to capture the second when the people saw themselves after the 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 taken by Vincent Dixon .
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.
Philosophy (original language)
La première, en juin dernier à Bruxelles, La Fondation Mimi et l’agence Leo Burnett ont fait travailler conjointement le photographe Vincent Dixon et le réalisateur Coban Beutelstetter. L’un avait pour rôle d’immortaliser la seconde où ces personnes se sont redécouvertes. L’autre avait pour mission de filmer chaque instant de cette expérience.
La deuxième étape du projet consistait à organiser une expo photo le 7 novembre 2013 à destination des familles des patients. L’idée était de leur révéler au même moment les clichés réalisés par Vincent Dixon. En un instant les sourires se sont propagés.
A cette seconde précise, pour les familles aussi, le cancer n’ existait plus.
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 Film
Branded Entertainment Internet Film
D&AD 2014
Nomination TV & Cinema Advertising
Long Form Branded Content - Documentary
International ANDY Awards 2014
Bronze Events
The One Show 2014
Merit Digital Direct Marketing
Social Media & Viral Marketing
The One Show 2014
Merit Public Service / Political - Video
Cinema
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