After the screening of the documentary The Final Copy of Ilon Specht, Eva de Lera, Film Craft Jury at Cannes Lions 2025, moderates the analysis on the legacy of the slogan, together with Patricia Muñoz from L’Oréal and Lucía Angulo from McCann.
The screening of the documentary The Final Copy of Ilon Specht led to a deep reflection on the legacy of the iconic slogan “Because I’m worth it”, driven by L’Oréal Paris and McCann.
Patricia Muñoz, Brand Purpose & Advocacy Manager at L’Oréal Paris Iberia, and Lucía Angulo, CEO of McCann Spain and McCann Worldgroup, spoke with Eva de Lera, Film Craft Jury at Cannes Lions 2025, about the impact of the slogan over the years and its relationship with the evolution of society, especially regarding women’s empowerment.
Both professionals addressed the relevance of the phrase. Lucía Angulo emphasized: “The pride we feel both from the brand, the agency, and women and even men, is a vindication of the emancipation of women, which 50 years ago was not so common.”
The discussion delved into how this claim reflects a cultural shift and how, through communication, brands have the responsibility to re-signify concepts that positively impact society. “I believe that the claim is a reflection of society, and we have a responsibility to re-signify it and give it value,” explained Lucía Angulo.
Regarding innovation in production, the expert recalled that the struggle to create a real emotional connection in the piece was key.
Patricia Muñoz, for her part, shared her personal emotion seeing the impact of the campaign: “I’ve seen it about 300 times and I still get a lump in my throat.” The slogan comes from truth, she added. She also highlighted that the campaign remains valuable because it has managed to connect with human beings, leaving behind traditional marketing. “At the core and DNA of the brand, empowering women is a deep brand value,” Patricia Muñoz stressed.
She also shared data: “We saw that the peak of conversation was in March and, when digging deeper, we discovered that 97% of that conversation was positive.” She assured that next year they will have official data, but they already know that the brand image is incredible.
Eva de Lera recalled the long-standing relationship between McCann and L’Oréal, highlighting how both companies have maintained a strong collaboration over the years. Both affirmed they are strong believers in long-term relationships. “Success and the work is always very joint, and that is beautiful.” “It’s like a big family,” Angulo explained.
Finally, Eva de Lera concluded the debate stating that the documentary has allowed rediscovering the value of the claim, and that the legacy of the slogan continues to be a clear example of how advertising can influence the culture of a society.
