Laugh again, just for a second.
Here’s one of those cute ideas that freaked us out when we first heard the concept. The Mimi Foundation rounded up a group of cancer patients with the promise of a makeover, the condition being that they’d have to keep their eyes shut until the very end.
These weren’t the kind of makeovers meant to make you look —and thus feel — “normal” again. Instead, the approach to feeling normal was more roundabout: The makeovers were over-the-top, complete with beehives, zany eye makeup and mullets. The idea: To surprise them with something extravagant, ridiculous, and a little crazy; something that would make them forget, “just for a second”, that they were sick.
Once the makeover was done, they opened their eyes in front of a two-way mirror — behind which a photographer was waiting to shoot their surprised expressions. We started out relieved that nobody freaked out and started punching walls, then relaxed and just let ourselves be warmed.
The photos were showcased in a gallery where the patients brought friends and family. They also received a book containing their portraits.
A neat risk here, taken and executed with grace by Leo Burnett France.