L’Oreal Paris’ documentary, “The Final Copy of Ilon Specht,” has won the Grand Prix in the Film category at the 2025 Cannes Lions International Festival of Creativity.

The film is an emotional and cinematic tribute to the woman behind one of advertising’s most enduring taglines. 

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.  

Delphine Viguier-Hovasse, Global Brand President of L’Oréal Paris, said, 

“Ilon Specht was more than just a copywriter, she was a visionary. 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.”

Directed by two-time Academy Award and current Emmy winner Ben Proudfoot, the 17-minute documentary honors Specht. She was a McCann copywriter whose four words, “Because I’m Worth It,” empowered generations of women globally and helped build L’Oréal Paris into the world’s largest beauty brand.  

“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.

Since its world premiere at the 2024 Tribeca X Festival, the documentary has been celebrated for its craft and cultural significance.  

It is currently streaming on TED, AMC+, and Prime Video.