Latest news with #BenProudfoot
Fast Company
15 hours ago
- Entertainment
- Fast Company
The unsung author of L'Oreal's iconic ‘because I'm worth it' tagline finally gets her due
Back in March, to mark International Women's Day, L'Oreal launched a short film called The Final Copy of Ilon Specht, a 18-minute profile of the advertising copywriter who coined the brand's iconic tagline, 'Because I'm Worth It.' For the past 50 years, it's been the global beauty giant's own version of 'Just Do It.' But this is far from the usual self-congratulatory brand hype video. Directed by Oscar winner Ben Proudfoot, the film spotlights the fights Specht had to win in order for her vision to come to life in 1971. Close to 80 years old during filming, Specht didn't pull any punches. She paints a picture of what advertising in that era looked like, both outwardly in the world, and internally as a business. In the '70s, most of the advertising for women's products were from the perspective of men, or in service to men. This will make you pretty . . . for your man. This will clean the house better . . . for your husband and children. In the film, she describes male colleagues who were always arguing with her and taking credit when something worked. She recalled how during pitch and idea meetings for L'Oreal Preference hair color, male colleagues had suggested an idea that cast the woman as an object, rather than the subject. 'I was feeling angry. I'm not interested in writing anything about looking good for men. Fuck 'em,' says an elderly, and terminally ill, Specht in the film, before looking straight down the camera to the male camera operator. 'And fuck you, too.' The film won the Grand Prix for the film category at the Cannes Lions of Creativity last week, and is currently streaming on TED, AMC+, and Prime Video. McCann global CEO Daryl Lee credits his colleague Charlotte Franceries, president of McCann Paris and the agency's lead on the L'Oreal business. 'The fact that we made this true story about one woman is because Charlotte said to me, we are all benefiting as McCann and as L'Oreal Paris from the power of one woman's truth and no one knows her name,' says Lee. What could have been The original ad for L'Oreal Preference hair color that first used the line, 'Because I'm Worth It' is a single shot of a woman walking towards the camera, explaining why she likes it, and how it makes her feel. In the doc, we find out that spot almost never happened. In fact, Specht went behind her bosses' back to create the ad after her agency produced and the brand approved a spot with almost the exact same script, except it was a man speaking the words on behalf of his wife, walking silently beside him. It's clear that 50 years later it still made Specht angry. Angry enough to not want to talk about advertising or that campaign ever again. But director Ben Proudfoot convinced her to participate. To get Proudfoot involved, producer Brendan Gaul says the key was to give the director 100% creative control. 'Our intention was to create a film from the beginning, not a piece of advertising that looked like a film,' says Gaul. 'And the distinction there actually is in the creative control.' The distinction is also in how the film rolled out. Not as part of an ad campaign, but on the film festival circuit. After premiering at Tribeca X in June 2024, it earned Best Short Documentary at HollyShorts Film Festival, Best Short Documentary and the Best Atlantic Filmmaker Award at Lunenburg Film Festival, Best Documentary Short at the Chelsea Film Festival, and Best Short Film at Hot Springs Documentary Festival. Relevant past and present Franceries says that the entire doc process began as an exercise for L'Oreal to interrogate the relevance of its longtime tagline. That after 50 years or so, perhaps it was losing a bit of its meaning to people. 'We needed to keep it but had to give it a much stronger meaning,' says Franceries. 'And the documentary is the most efficient piece of content we've done to convince people about the true meaning.' Since its release, the film has attracted more than two billion impressions, and increased brand consideration for L'Oreal by 70% among viewers. It's a story of the past that does not sugarcoat the role both L'Oreal and McCann played as corporations and as work environments to contribute to the culture Specht was reacting against. Lee says that's important because it shows how relevant it is to constantly be checking for blindspots, both as a person and a company. And in an environment where more and more corporations are receding away from DEI commitments, the message of the film is as important as it was 50 years ago. 'The blind spot is always going to be inclusion,' says Lee. 'Business is now speed, seamlessness and scale, and you have to keep checking yourself to say, 'Okay, we could do this faster, but someone is not speaking up, or someone is not participating, and they could be the person who unlocks the truth here.'' Specht died in April 2024 at the age of 81. She never saw the finished film. Thankfully, her voice still lives on. 'I'm not interested in advertising, I don't give a shit,' she says in the film. 'It's about humans; it's not about advertising. It's about caring for people because . . . we're all worth it, or no one is worth it.'
Yahoo
20 hours ago
- Entertainment
- Yahoo
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 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 /CNW/ -- "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: · GRAND PRIX – Film· GOLD – Entertainment· SILVER – Entertainment, PR· BRONZE – Film Craft 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 ParisL'Oréal Paris is the number one beauty brand in the world with products available in 150 countries around the world. Through its pioneering products and services, L'Oréal Paris empowers each and every woman to take charge of their lives, believe in themselves, take the place they deserve in society and make change happen. At the heart of what the brand embodies is a famous French je ne sais quoi, an empowering vision of self-confidence to imbue every woman with a sense of self-worth. The French heritage of the brand is essential to its DNA, a vision expressed on the world stage with L'Oréal Paris participation in the most glamorous events, projecting Parisian excellence and diversity across the globe. The superior efficacy of the brand's formulas has been tried and tested and is backed up by a wealth of data built upon 110 years of expertise to not only deliver visible, proven results but to innovate the future. About McCannMcCann builds enduring brands and businesses that drive growth and leave a lasting impact on culture. Founded over 100 years ago and guided by the enduring brand platform, "Truth Well Told," McCann is the world's leading advertising agency network, generating some of the most creatively and commercially impactful advertising globally. McCann is the founding agency of McCann Worldgroup and part of the Interpublic Group of Companies (NYSE: IPG). About TRAVERSE32 TRAVERSE32 is a New York based global branded entertainment production company and development studio. We believe every brand is an entertainment brand in the making and are committed to creating breakthrough roles for brands in entertainment that become cornerstones of cultural relevance and commercial growth. Collaborating with Academy and Emmy-winning filmmakers and emerging creators alike, TRAVERSE32 produces critically acclaimed, award-winning television, film, and theatrical content which drives powerful connections with audiences. Backed by IPG Mediabrands, which manages $40 billion in marketing investment globally on behalf of clients across 130 countries, TRAVERSE32 uniquely delivers bespoke entertainment opportunities that elevate brands culturally and financially. About Breakwater Studios BREAKWATER STUDIOS is a two-time Academy Award® winning filmmaking company dedicated to championing short documentaries and the works they inspire. Breakwater Studios' work has also been recognized by the Sundance Film Festival, Telluride Film Festival, Tribeca Festival, SXSW, Critics' Choice Documentary Awards, Emmy Awards, James Beard Foundation Awards, and the Peabody Awards, among many others. View original content: SOURCE McCann View original content:
Cision Canada
21 hours ago
- Entertainment
- Cision Canada
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 /CNW/ -- "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: · GRAND PRIX – Film · GOLD – Entertainment · SILVER – Entertainment, PR · BRONZE – Film Craft 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 L'Oréal Paris is the number one beauty brand in the world with products available in 150 countries around the world. Through its pioneering products and services, L'Oréal Paris empowers each and every woman to take charge of their lives, believe in themselves, take the place they deserve in society and make change happen. At the heart of what the brand embodies is a famous French je ne sais quoi, an empowering vision of self-confidence to imbue every woman with a sense of self-worth. The French heritage of the brand is essential to its DNA, a vision expressed on the world stage with L'Oréal Paris participation in the most glamorous events, projecting Parisian excellence and diversity across the globe. The superior efficacy of the brand's formulas has been tried and tested and is backed up by a wealth of data built upon 110 years of expertise to not only deliver visible, proven results but to innovate the future. About McCann McCann builds enduring brands and businesses that drive growth and leave a lasting impact on culture. Founded over 100 years ago and guided by the enduring brand platform, "Truth Well Told," McCann is the world's leading advertising agency network, generating some of the most creatively and commercially impactful advertising globally. McCann is the founding agency of McCann Worldgroup and part of the Interpublic Group of Companies (NYSE: IPG). About TRAVERSE32 TRAVERSE32 is a New York based global branded entertainment production company and development studio. We believe every brand is an entertainment brand in the making and are committed to creating breakthrough roles for brands in entertainment that become cornerstones of cultural relevance and commercial growth. Collaborating with Academy and Emmy-winning filmmakers and emerging creators alike, TRAVERSE32 produces critically acclaimed, award-winning television, film, and theatrical content which drives powerful connections with audiences. Backed by IPG Mediabrands, which manages $40 billion in marketing investment globally on behalf of clients across 130 countries, TRAVERSE32 uniquely delivers bespoke entertainment opportunities that elevate brands culturally and financially. About Breakwater Studios BREAKWATER STUDIOS is a two-time Academy Award® winning filmmaking company dedicated to championing short documentaries and the works they inspire. Breakwater Studios' work has also been recognized by the Sundance Film Festival, Telluride Film Festival, Tribeca Festival, SXSW, Critics' Choice Documentary Awards, Emmy Awards, James Beard Foundation Awards, and the Peabody Awards, among many others.
Yahoo
25-04-2025
- Entertainment
- Yahoo
LAUSD's Oscar Winning ‘Last Repair Shop' Gets $1 Million and Yo Yo Ma Visit
L.A. Unified's famed 'Last Repair Shop' for students' musical instruments just got tuned up, with a $1 million donation and a visit from the world's most famous cellist. The beloved shop, which was featured in an Oscar-winning short documentary last year, repairs students' school instruments across the district: taking in, fixing up and and sending back school pianos, tubas and drum sets on a daily basis. Related It's been operating for 65 years, and now the shop needs to raise $15 million to ensure it keeps functioning well into the future, said Ben Proudfoot, who co-directed the Academy Award-winning documentary about the shop and co-chairs its fundraising campaign. Get stories like this delivered straight to your inbox. Sign up for The 74 Newsletter This month, the Chuck Lorre Family Foundation gave the shop a big start on its ambitious goal, with a $1 million gift. And to celebrate, cellist Yo-Yo Ma visited and played a couple riffs at a party held in the shop's slightly ramshackle, downtown L.A. warehouse digs. 'That's the thing with this particular project, it's hard to argue with,' explained documentary co-director Proudfoot, who is also campaign committee co-chair for the repair shop's fundraising efforts; and why it attracts such support. 'It's just really an important thing.' And the shop itself, a windowless warehouse encircled by a security fence, is due for an upgrade. Surrounded by blocks of choking traffic and not so far from skid row, the shop's entrance is marked by a pair of fireproof doors and an unassuming sign reading 'Musical Instrument Repair.' Many people had no idea about the shop, and even those who used it didn't quite grasp its significance, said Proudfoot. But what stood out to him was that it was the last of its kind. The country's second-largest district is the only one left where students could have full access to music education without spending their own families' money, Proudfoot said. That's in part due to the repair shop that keeps their instruments working. That's a big deal for a school district where about 80% of students live in poverty. Proudfoot said music education is important for all students, not just the ones particularly wealthy, lucky, or skillful. 'You learn discipline, you learn to listen, you learn you play a part in a whole,' Proudfoot said. 'There are so many great lessons in music education.' But Proudfoot said he noticed immediately why the shop needed help. There weren't enough employees to cover the work. Only a dozen district employees were tasked with repairing and maintaining about 130,000 school instruments. Amid the pandemic, L.A. Unified used federal relief money to purchase roughly 32,000 new musical instruments for students. The repair shop was busier than ever. With many employees on the verge of retirement, the shop needed publicity to bring in skilled technicians or job seekers willing to learn. So, Proudfoot and co-director Kris Bowers decided to put their filmmaking skills to use to help the shop. The plan worked, with the documentary garnering massive national attention — and also winning an Oscar. Now the pair is helping with fundraising for the shop. Proudfoot said 90% of the money raised will go to apprentice programs to train the next generation of repair shop workers. As an extra incentive to get big donors, sections of the repair shop can be named in their honor or for their loved ones. The Chuck Lorre Family Foundation was the first to make a donation; now a new sign in the repair shop reads 'The Lorre Family Strings Department' in honor of their donation. That $1 million is more than all of the other donations thus far combined, and will allow the district to begin training the next generation of repair shop workers. To make the celebration even more spectacular, the students and faculty got a visit from cellist Yo-Yo Ma, who underscored the shop's importance. 'The young people that are getting these instruments, they will probably see the world in the year 2100,' Ma said at a party held at the shop, where he also played music with students. 'We may not see that world, but we can help make it possible that world is actually a good world.' Proudfoot said the best part of fundraising is seeing small donations from over 30 states where people have no connection to the shop, but feel compelled to help in any way they can. Those small donations, added to the $1 million, have brought the total to $1.7 million in less than a year. Proudfoot said Ma was no different, and getting him to come to the event was as simple as showing him the documentary about the shop. 'We told him, 'Do you want the little girls in this film to have a violin or not?,'' Proudfoot said. 'If you do, then you gotta show up. That's our campaign.' This article is part of a collaboration between The 74 and the USC Annenberg School for Communication and Journalism.
