Leo Burnett Paris worked with the Mimi Foundation to give 20 cancer patients a unique makeover experience that would empower them to feel carefree.
The patients 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.
The project was conducted in two stages. The first took place in Brussels in June, where the Mimi Foundation and Leo Burnett united photographer Vincent Dixon and 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 7.
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. For this project, there is a 3 minutes 43 seconds spot, launched this month on YouTube channel and on www.mimi-foundation.org
A photo book entitled “if only for a second” can also be ordered: seconde@mimi-foundation.org
This book contains 20 photographs of the project participants. Every photo is accompanied by a description: the name of the person and the date and time the photo was taken.
And most importantly; the very second in which everyone forgot about their disease.
