L'ORÉAL PARIS DOCUMENTARY WINS GRAND PRIX IN FILM AT CANNES LIONS 2025
L'ORÉAL PARIS DOCUMENTARY WINS GRAND PRIX IN FILM AT CANNES LIONS 2025 |
| [24-June-2025] |
Documentary Celebrating Ilon Specht, McCann Copywriter Behind L'Oréal Paris' Iconic Tagline Who Started a Feminist Movement of Self Worth, Takes Home Five Cannes Lions Win Marks McCann's 3rd Grand Prix in the Film Category and First Ever Lions' Honors for Two-Time Oscar® - Winning Director Ben Proudfoot and Second Grand Prix for TRAVERSE32 CANNES, France, June 24, 2025 /PRNewswire/ -- "THE FINAL COPY OF ILON SPECHT," an emotional and cinematic tribute to the woman behind one of advertising's most enduring taglines, has won the Grand Prix in the Film category at the 2025 Cannes Lions International Festival of Creativity. Directed by two-time Academy Award® and current Emmy® winner Ben Proudfoot, the 17-minute documentary honors Ilon Specht, the trailblazing McCann copywriter whose four words - "Because I'm Worth It" - empowered generations of women globally and helped to build L'Oréal Paris into the largest beauty brand in the world. "THE FINAL COPY OF ILON SPECHT" is the result of a collaboration between the award-winning global creative agency network McCann, Proudfoot's Breakwater Studios, and production company Traverse 32 for L'Oréal Paris. The film is an intimate deathbed account of the unsung advertising genius who coined L'Oréal Paris' iconic slogan, a four-word feminist manifesto that, against all odds, changed advertising forever. The documentary chronicles Specht's extraordinary life - from her deeply personal relationship with her step-daughter, Alison Case, to the moment she forever upended the male-dominated world of advertising with her revolutionary vision and timeless words. "Ilon Specht was more than just a copywriter, she was a visionary," said Delphine Viguier-Hovasse, Global Brand President of L'Oréal Paris. "She defied the norms of her time with one bold statement that turned into a global movement. I'm grateful to our partners at McCann who have helped bring her final words to the world in a way that honors her legacy." Since its world premiere at the 2024 Tribeca X Festival, "THE FINAL COPY OF ILON SPECHT" has been widely celebrated for its craft and cultural significance. It is currently streaming on TED, AMC+, and Prime Video. The film not only showcases creative and emotional storytelling at the highest level but also perfectly aligns with L'Oréal Paris' ongoing dedication to women's empowerment. As the longest-running brand platform in history - translated into over 50 languages - "Because I'm Worth It" remains a rallying cry for self-affirmation, identity, and agency. "Ilon's story is the essence of Truth Well Told, an honest, courageous expression that challenged the status quo of advertising, reshaped how women see themselves, and changed how brands speak to women," said Charlotte Franceries, CEO of McCann Paris. "We're celebrating Ilon's legacy, but we're also helping people understand what 'Because I'm Worth It' really means to women all over the world. "The most powerful truths, the ones that transcend time and become universal, are also the most personal, those that come from the guts," said Javier Campopiano, Global Chief Creative Officer of McCann Worldgroup and McCann. "For Ilon Specht, 'Because I'm Worth It' was much more than a slogan, it was her way to express her anger towards the ethos of the time, and her passion for ideas. That is the reason why those four words she coined 50 years ago have touched so many hearts and are still relevant today." At this year's Cannes Lions, the film earned five awards:
Specht sadly passed away in April 2024. These awards recognize the emotional final statement and are a grand fitting tribute to how she shifted the entire culture with just four words. The win marks Proudfoot's first Cannes Lions recognition and first Grand Prix. "Many gifted hands shaped this film, but this extraordinary recognition belongs to one person: Ilon Specht. She transformed advertising forever with her words but never won a Lion—until now. I hope this pride of Lions and Grand Prix finds her. A worthy, if belated, triumph. Thank you to the jury, and to L'Oréal Paris, McCann, and TRAVERSE32 for doing what few dare to do: completely trust the filmmakers. That was the magic. As Ilon said, 'It's about humans. It's not about advertising. It's about caring for people," said Proudfoot. THE FINAL COPY OF ILON SPECHT" is the first collaboration between the award-winning teams at TRAVERSE32, IPG Mediabrands' global branded production company and development studio, and Proudfoot's Breakwater Studios. In addition to directing, Proudfoot produced the film alongside Breakwater Studios' Kirstin Falk and Rachel Greenwald, and TRAVERSE32's Brendan Gaul and Brett Henenberg. Daryl Lee, Global CEO McCann Worldgroup, Charlotte Franceries, President, McCann Paris, & EVP Global Business Leader, L'Oréal Paris, and Julien Calot, Chief Creative Officer, McCann Paris served as executive producers. The film and campaign have also helped solidify McCann Paris as one of the top-performing agencies at Cannes Lions 2025, with this work contributing significantly to the network's global achievements. Special recognition should also be paid to Mónica Salazar and Tim Johnson, who were awarded a Bronze Lion in Film Craft for best editing. About L'Oréal Paris About McCann About TRAVERSE32 About Breakwater Studios SOURCE McCann | ||
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