The Mimi Foundation is an organization founded by Baroness Myriam Ullens de Schooten that works to improve the lives of cancer patients while they undergo stressful treatments. The foundation organized a project with the Leo Burnett advertising agency and photographer Vincent Dixon to give a group of cancer patients special makeovers. The subjects were not allowed to see themselves until the big reveal and Dixon was there to capture their awesome reactions through a two-way mirror.
Since it was posted on December 4, the video has already been seen by over 14 million people and the book is in it's second printing. You can check out the photo book here after you watch the project video below: