The Mimi Foundation, a French organisation focused on quality of life for people affected by cancer, has launched “If only for a second” (Ne serait-ce qu’une seconde), a campaign featuring 20 women and men experiencing a unique makeover. Patients going through chemotherapy and radiotherapy were offered a hair and makeup experience without being able to see themselves during the transformation. A photograph then immortalized the moment they opened their eyes. The campaign includes a limited edition book, in which every photo is followed by a caption, the date and the time the photo was taken. Donations are encouraged on the Mimi Foundation site.
The If Only for a Second campaign was developed at Leo Burnett France by executive creative director Xavier Beauregard, president Jean-Paul Brunier, art director Stéphanie Thomasson, copywriter Stéphane Gaubert, account managers Elise Ziri Bret, Cécile Balut, Valerio Pasqualini, art buyer Claire Sougy, photographer Vincent Dixon, hair designers Gregory Kaoua and Christophe Martinez, make up artists Philippe Meysmans, Laura Noben, Marie-Claire Vervaene, stylist Chantal Bourbigot, with MIMI Foundation president and founder Myriam Ullens de Schooten, and managing director Marianne Wagner.
Retouching was done at Kilato.
Filming was shot by director Coban Beutelstetter via Prodigious, with producers Elisabeth Boitte and Antoine Grujard, post producers Franck-Hervé Marc, Antoine Daubert, Sophie Leger, sound producer Laurent Favard.