\n\tThose four words, penned in the early 1970s by Specht as a young copywriter for the ad agency McCann<\/a>-Erickson (now McCann), \u201cempowered generations of women globally,\u201d McCann notes, \u201cand helped to build L\u2019Or\u00e9al Paris into the largest beauty brand in the world.\u201d<\/p>\n \n\tThe short film\u2019s five honors at the 2025 Cannes Lions International Festival of Creativity include the Grand Prix for Film; Gold for Entertainment, Silver for Entertainment, PR, and a Bronze for Film Craft \u2013 the latter award recognizing the work of editors M\u00f3nica Salazar and Tim Johnson. Proudfoot shot the film with Specht in the last months of her life. She died of cancer in May 2024 at the age of 81.<\/p>\n \t\t\t\t\t\t \t\t\t\t\t\t\t\t\tTRAVERSE32\/Breakwater Studios<\/p>\n \n\t\u201cMany gifted hands shaped this film, but this extraordinary recognition belongs to one person: Ilon Specht,\u201d Proudfoot said. \u201cShe transformed advertising forever with her words but never won a Lion\u2014until 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\u2019Or\u00e9al Paris, McCann, and TRAVERSE32<\/a> for doing what few dare to do: completely trust the filmmakers. That was the magic. As Ilon said, \u2018It\u2019s about humans. It\u2019s not about advertising. It\u2019s about caring for people.\u2019\u201d<\/p>\n \n\tTo this day, \u201cBecause I\u2019m worth it\u201d remains core to the L\u2019Or\u00e9al Paris brand, translated into more than 50 languages for markets around the world. L\u2019Or\u00e9al calls those words \u201ca rallying cry for self-affirmation, identity, and agency.\u201d<\/p>\n \n\t\u201cIlon Specht was more than just a copywriter, she was a visionary,\u201d Delphine Viguier-Hovasse, global brand president of L\u2019Or\u00e9al Paris, observed. \u201cShe defied the norms of her time with one bold statement that turned into a global movement. I\u2019m grateful to our partners at McCann who have helped bring her final words to the world in a way that honors her legacy.\u201d<\/p>\n \t\t\t\t\t\t \t\t\t\t\tDirector Ben Proudfoot speaks after \u2018The Final Copy Of Ilon Specht\u2019 premiere At Tribeca X on June 10, 2024 in New York City. <\/p>\n \t\t\t\t\t\t\t\t\tSlaven Vlasic\/Getty Images for Traverse32<\/p>\n \n\tThe Final Copy of Ilon Specht premiered a year ago at Tribeca X Festival in New York, going on to win Best Documentary Short at the HollyShorts Film Festival in Hollywood, the Hot Springs Documentary Festival in Arkansas, and the Chelsea Film Festival in New York, as well as Best Short Documentary and the Best Atlantic Filmmaker Award at the Lunenberg Film Festival in Nova Scotia. It is currently streaming on TED<\/a>, AMC+, and Prime Video.<\/p>\n \n\t\u201cIlon\u2019s 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,\u201d commented Charlotte Franceries, CEO of McCann Paris. \u201cWe\u2019re celebrating Ilon\u2019s legacy, but we\u2019re also helping people understand what \u2018Because I\u2019m Worth It\u2019 really means to women all over the world.\u201d\u00a0<\/p>\n \n\t\u00a0Added Javier Campopiano, global chief creative officer of McCann Worldgroup and McCann, \u201cThe most powerful truths, the ones that transcend time and become universal, are also the most personal, those that come from the guts. For Ilon Specht, \u2018Because I\u2019m Worth It\u2019 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.\u201d<\/p>\n \t\t\t\t\t\t \t\t\t\t\tCybill Shepherd in a L\u2019Or\u00e9al Paris ad<\/p>\n \t\t\t\t\t\t\t\t\tL\u2019Oreal Paris<\/p>\n \n\tAn extraordinary array of stars has appeared in L\u2019Or\u00e9al Paris ads, voicing those famous words written by Specht, including Oscar winners Jane Fonda, Helen Mirren, Kate Winslet, and Viola Davis, as well as Eva Longoria, Andie MacDowell<\/a>, Gwen Stefani, Beyonc\u00e9, and Cybill Shepherd, among others.<\/p>\n \n\tThe Final Copy of Ilon Specht marks the first collaboration between the teams at TRAVERSE32, IPG Mediabrands\u2019 global branded production company and development studio, and Proudfoot\u2019s Breakwater Studios. In addition to directing, Proudfoot produced the film alongside Breakwater Studios\u2019 Kirstin Falk and Rachel Greenwald, and TRAVERSE32\u2019s Brendan Gaul and Brett Henenberg. Daryl Lee, Global CEO McCann Worldgroup, Charlotte Franceries, President, McCann Paris, & EVP Global Business Leader, L\u2019Or\u00e9al Paris, and Julien Calot, Chief Creative Officer, McCann Paris served as executive producers.\u00a0\u00a0<\/p>\n \n\tProudfoot won his first Academy Award for the 2021 short documentary The Queen of Basketball<\/a>. He won his second Oscar for the 2023 nonfiction short The Last Repair Shop<\/a>, co-directed with Kris Bowers. Proudfoot and Bowers were Oscar-nominated for the 2020 short doc A Concerto Is a Conversation<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"Two-time Oscar winner Ben Proudfoot is going to need more room in his trophy case. The filmmaker is…\n","protected":false},"author":3,"featured_media":20821,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28],"tags":[6334,171,19357,53,19358,19359,67,132,68],"class_list":{"0":"post-20820","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-movies","8":"tag-cannes-lions","9":"tag-entertainment","10":"tag-mccann","11":"tag-movies","12":"tag-the-final-copy-of-ilon-specht","13":"tag-traverse32","14":"tag-united-states","15":"tag-unitedstates","16":"tag-us"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@us\/114758957337167995","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/20820","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/comments?post=20820"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/20820\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media\/20821"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media?parent=20820"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/categories?post=20820"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/tags?post=20820"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"'The](\"https:\/\/deadline.com\/wp-content\/themes\/pmc-deadline-2019\/assets\/public\/lazyload-fallback.jpg\")
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