This is such a brilliant idea. Giving a moment of carefree to those who haven’t felt it in a while.
“Leo Burnett France collaborated with the French non-profit the Mimi Foundation on the project. They were inspired by a patient’s statement that before cancer, she used to be much more carefree.
The idea was that the 20 participants’ discovery of how silly they looked “allowed them to forget their disease, if only for a second,” according to the campaign’s press release.
The makeovers took place in Brussels in June, and the participants reunited last month for the launch party of a book collecting photographer Vincent Dixon’s images of surprise and delight.
“Within a second, smiling faces were seen all over the room. At that very moment, cancer did not exist for the family members either.” ”