APCP confirms this new presentation by L’Oréal Paris, which will discuss the mythical claim after the screening of the documentary The Final Copy of Ilon Specht.
The XIII Commercial Film Workshop is approaching, and we continue to reveal details of the program for the major advertising industry gathering. Attendees will enjoy the documentary “The Final Copy of Ilon Specht” and a subsequent debate on the history, validity, and implications of L’Oréal Paris’ mythical slogan: “Because I’m worth it.”
The short film is directed by Ben Proudfoot, a two-time Oscar® winner. With a duration of 16 minutes, it offers an intimate tribute to Ilon Specht, the McCann copywriter who in 1971, at just 23 years old, challenged the norms of her time to create a message that would change the history of advertising. In an era when women’s worth was largely dictated by men, Specht dared to write a feminist manifesto in four words. “Because I’m worth it” not only transformed the language of brands but also became a symbol of self-esteem, independence, and female empowerment.
The documentary reviews the trajectory of this pioneer, her challenges as a woman in a male-dominated industry, and her legacy as one of the great creative voices of the second half of the 20th century. More than fifty years later, her phrase remains the longest-running claim in advertising history, translated into more than forty languages and becoming an emblem of L’Oréal Paris.
After the screening, a debate will be held on the transformative power of ideas and the role of women in advertising, with the participation of Lucía Angulo, CEO of McCann Worldgroup and McCann Spain; and Patricia Muñoz Caballero, Brand Purpose & Advocacy Manager of L’Oréal Paris Spain and Portugal. The meeting will be moderated by Eva de Lera, executive producer and Film Craft jury member at Cannes Lions 2025.
Patricia Muñoz is a journalist by training and vocation. She began in the editorial world as an editor for media such as Yo Dona, Motociclismo, Diario Médico, Mía, and El Duende. In 2017, she shifted her career towards the world of communication to lead the influencer marketing department at Lancôme Spain. After 4 years in communication in L’Oréal’s Luxury division, she changed markets and began her journey in the mass consumer world, leading the ‘Skincare’ category for the number one beauty brand in the market, L’Oréal Paris. At the same brand, in 2023, she took the reins as Brand Purpose Advocacy Manager L’Oréal Paris Iberia, to safeguard the brand’s image, values, and purpose.
With over 20 years of experience, Lucía Angulo began her professional career at Canal+, joining Shackleton in 2004, where she held various positions of responsibility for 19 years. After Shackleton’s acquisition by Accenture in 2019, she was promoted to CEO of the agency in 2022. Lucía led Shackleton’s transition to Accenture Song, overseeing creative and business transformation processes for clients. Subsequently, she joined McCann Worldgroup as CEO of the Group and McCann in Spain, bringing motivation, results orientation, and extensive experience in advertising, marketing, content, and communication. Her career reflects a strong commitment to creativity as a central axis, complemented by standards of excellence, innovation, and a client-centric approach. Lucía has worked for renowned brands such as IKEA, L’Oréal, MAPFRE, Iberia, San Miguel, Google, Carrefour, Heineken, The Coca-Cola Company, and Henkel – among others – and many of her projects have been internationally awarded.
For her part, Eva de Lera has over 20 years of experience in the advertising sector and has worked in some of the most recognized production companies in the national scene. Her projects have been awarded at the most prestigious festivals worldwide, including Cannes Lions (including a Grand Prix), D&AD, New York Advertising Film Festival, Clio Awards, One Show, Kinsale Sharks, British Arrows, El Sol, Club de Creativos, FIAP, and El Ojo de Iberoamérica, among others. In the cinematographic field, her documentaries and fiction short films have been nominated for the Goya Awards, the Malaga Festival, and prestigious international competitions such as the BAFTAs or the Rhode Island International Film Festival. In 2025, she was a Film Craft Jury member at Cannes Lions.
Creativity is a tool capable of creating and transforming culture, breaking barriers, and leaving a mark. We reflect on this at these Conferences, which will take place on November 6 and 7 at the Ateneo Mercantil de Valencia.
Remember that you can now get your tickets through this link.
