L'ORÉAL PARIS DOCUMENTARY WINS GRAND PRIX IN FILM AT CANNES LIONS 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 3^rd 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.