Because I’m Worth It’ Writer: 5 Cannes Lions Win | Documentary
- Two-time oscar winner Ben Proudfoot is adding to his accolades.His documentary, The Final Copy of Ilon Specht, earned multiple Cannes Lions awards at the 2025 Cannes Lions International...
- Specht, a copywriter for McCann-Erickson (now McCann) in the early 1970s, crafted the four-word phrase that would "empower generations of women globally," according to McCann, and transform L'Oréal...
- The Final Copy of Ilon Specht secured five honors, including the Grand Prix for Film, Gold for Entertainment, silver for entertainment and PR, and a Bronze for Film...
Ben Proudfoot’s documentary about Ilon Specht, the creative mind behind L’Oréal’s iconic “Because I’m worth It” tagline, has triumphed at the 2025 Cannes Lions International Festival of Creativity, winning five prestigious awards. The film, “The Final Copy of Ilon Specht,” highlights Specht’s profound impact on empowering women worldwide and her role in transforming L’Oréal Paris into a leading beauty brand. News Directory 3 presents an in-depth look at the documentary’s success, celebrating the legacy of the primary_keyword in the secondary_keyword. Discover what’s next in the world of advertising and creativity!
“The Final Copy of Ilon Specht” Wins Big at Cannes Lions
Updated June 28, 2025
Two-time oscar winner Ben Proudfoot is adding to his accolades.His documentary, The Final Copy of Ilon Specht, earned multiple Cannes Lions awards at the 2025 Cannes Lions International Festival of Creativity. The film centers on Ilon Specht, the woman behind L’Oréal Paris’ famous slogan, “Because I’m worth it.”
Specht, a copywriter for McCann-Erickson (now McCann) in the early 1970s, crafted the four-word phrase that would “empower generations of women globally,” according to McCann, and transform L’Oréal Paris into a leading beauty brand. The documentary highlights the impact of the L’Oréal tagline and Specht’s legacy.
The Final Copy of Ilon Specht secured five honors, including the Grand Prix for Film, Gold for Entertainment, silver for entertainment and PR, and a Bronze for Film Craft, recognizing the work of editors Mónica Salazar and Tim Johnson. Proudfoot filmed with Specht during the final months of her life; she died of cancer in May 2024 at age 81.
L’Oreal Paris
Numerous stars, including Jane Fonda, Helen Mirren, Kate Winslet, Viola Davis, Eva Longoria, Andie MacDowell, Gwen Stefani, Beyoncé, and Cybill Shepherd, have appeared in L’Oréal Paris ads, delivering Specht’s famous words.
The Final Copy of Ilon Specht represents a collaboration between TRAVERSE32, IPG Mediabrands’ global branded production company and development studio, and Proudfoot’s Breakwater Studios. Proudfoot directed and produced the film with Kirstin Falk and Rachel greenwald from breakwater Studios, and Brendan Gaul and Brett Henenberg from TRAVERSE32. Executive producers include 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.
Proudfoot previously won Academy Awards for the 2021 short documentary The Queen of Basketball and the 2023 short film the Last Repair Shop, co-directed with Kris Bowers. Proudfoot and Bowers also received an Oscar nomination for the 2020 short doc A Concerto Is a Conversation.