L'Oréal Paris / Global / 2025Film
The Final Copy of Ilon Specht.
L'Oréal Paris and McCann commissioned a short documentary about Ilon Specht, the 23-year-old McCann copywriter who wrote "Because I'm worth it".
- Brand
- L'Oréal Paris
- Agency
- McCann Paris
- Market
- Global
- Region
- Global
- Year
- 2025
The challenge
The line is one of the best known in advertising, but the woman who wrote it was almost unknown. L'Oréal Paris wanted to return the slogan to its author and its original meaning.
The idea
Filmmaker Ben Proudfoot directed a film of about 17 minutes mixing archive footage, interviews and intimate scenes with Specht and her stepdaughter Alison Case. It premiered at Tribeca X in June 2024 and launched worldwide on 8 March 2025, International Women's Day, on AMC+, Prime Video and TED's YouTube channel.
Case study source: Ads of the World Source ↗
Awards
- Cannes Lions 2025PR – B04 CONTENT CREATION & PRODUCTIONSilver
- Cannes Lions 2025Film Craft – B01 EDITINGBronze
- Cannes Lions 2025Entertainment – A04 NON-FICTION FILM: 5-30 MINUTESGold
- Cannes Lions 2025Entertainment – E01 DIVERSITY & INCLUSION IN ENTERTAINMENTSilver
- Cannes Lions 2025Film – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYGrand Prix
Credits
- Creative agency
- McCann Paris
- Production
- Breakwater Studios
- Production
- Traverse32
- Production
- FireCity Illusion
- Director and Producer
- Ben Proudfoot
- Producer
- Brendan Gaul
- Producer
- Rachel Greenwald
- Co-Producer, FireCity Illusion
- Kirstin Falk
- Co-Producer and Executive Producer
- Brett Henenberg
- Executive Producer, McCann
- Daryl Lee
- Executive Producer, McCann
- Charlotte Francéries
- Executive Producer, McCann
- Julien Calot
- Cinematographer
- David Feeney-Mosier
- Cinematographer
- Brandon Somerhalder
- Editor
- Tim Johnson
- Editor
- Mónica Salazar
- Composer
- Katya Richardson
