The double winner of the Ben Proudfoot Oscars will need more space in his trophy case.
The filmmaker returns from Europe with several Cannes Lions for his documentary Ilon Specht’s final copyA film on the woman who created the emblematic slogan of L’Oréal Paris, “because I am worth the trouble.”
These four words, wrote in the early 1970s by Specht as a young editor for the McCann-Erickson advertising agency (now McCann), “autonomous generations of women in the world”, notes McCann, “and helped build the Oréal Paris in the largest brand of beauty in the world”.
The five honors of the short film at the International Creativity Festival of Cannes 2025 in Cannes include the Grand Prix of the film; Gold for Entertainment, Silver for Entertainment, PR and A Bronze for Film Craft – this last price recognizing the work of the publishers Mónica Salazar and Tim Johnson. Proudfoot made the film with Specht in the last months of his life. She died of cancer in May 2024 at the age of 81.
Traverse32 / Breakwater Studios
“Many gifted hands have shaped this film, but this extraordinary recognition belongs to a person: Ilon Specht,” said Proudfoot. “She has transformed advertising forever with her words but has never won a lion – so far. I hope this pride of the lions and the Grand Prix will find it. A worthy, although late, Triumph. Thank you to the jury, and to L’Oréal Paris, McCann, and crosses32 for doing what dares to do: “He was not on the films. It’s about taking care of people. “”
To date, “because I come” remains the heart of the L’Oréal Paris brand, translated in more than 50 languages for markets around the world. L’Oréal calls these words “a cry of rallying for self -assertion, identity and the agency”.
“Ilon Specht was more than a simple editor, she was a visionary,” observed Delphine Viguier-Hovasse, president of the world brand of L’Oréal Paris. “She challenged the standards of her time with a daring declaration that turned into a global movement. I am grateful to our partners in McCann who helped bring his last words to the world in a way that honors her heritage. ”
Director Ben Proudfoot speaks after the first copy of Ilon Specht ‘first in Tribeca X on June 10, 2024 in New York.
Slave vlasic / getty images for crossing32
Ilon Specht’s final copy A year ago at the Tribeca X Festival in New York, which won the best short documentary 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 the best short documentary and the best price of the Atlantic filmmaker at the Lunenberg Film Festival. It is currently streaming on TED, AMC + and Prime Video.
“Ilon’s story is the essence of well -told truth, an honest and courageous expression that disputed the status quo of advertising, reshaped how women see each other and have changed the way brands speak to women,” said Charlotte Franceries, CEO of McCann Paris. “We celebrate Ilon’s inheritance, but we also help people understand what” because I am valid that “really means for women around the world.”
Javier Campopiano, World Director of Creation of McCann Worldgroup and McCann, “the most powerful truths, those that transcend time and become universal, are also the most personal, those that come from artists. For Ison Specht, “ because I validate it, “was much more than a slogan, he was in his way of expressing his land for time accounts, and ideas. He has touched so many hearts and is still relevant today. »»
Cybill Shepherd in an ad from L’Oréal Paris
L’Oréal Paris
An extraordinary range of stars appeared in the advertisements of L’Oréal Paris, expressing these famous words written by Specht, including the winners of the Jane Fonda Oscars, Helen Mirren, Kate Winslet and Viola Davis, as well as Eva Longoria, Andie Macdowell, Gwen Stefani, Beyoncé and Cybill Shepherd, among others.
Ilon Specht’s final copy Mark The first collaboration between the cross -through teams32, the production company and the development of development of the Global Brandled brand of IPG Mediabrands and the Breakwater studios of Proudfoot. In addition to the staging, Proudfoot produced the film alongside Kirsty Falk and Rachel Greenwald of Breakwater Studios, and Brendan Gaul and Brett Henenberg de Traverse32. Daryl Lee, CEO World McCann Worldgroup, Charlotte Franceries, President, McCann Paris, and the world entrepreneur EVP, L’Oréal Paris, and Julien Calot, Creation Director, McCann Paris was executive producers.
Proudfoot won his first Oscars for the short documentary 2021 The basketball queen. He won his second Oscar for the short film of non-fiction 2023 The last repair workshopCo-directed with Kris Bowers. Proudfoot and Bowers were nominated for the Oscars for the short film 2020 A concerto is a conversation.
