L'Oréal's The Final Copy of Ilon Specht
about the event
For over 50 years, L’Oréal Paris has been defined by its iconic tagline, “Because I’m Worth It”, with its bold statement of female empowerment. Crafted amidst the gender and cultural shifts of the early 1970s, the phrase was written by Ilon Specht, a brilliant but little-known copywriter at McCann, then one of only a few women in advertising to be a copywriter.
At a time when women were to be seen and not heard and men dictated a woman’s worth, Ilon rebelled, defiantly penning a ‘a four-word feminist manifesto’ to the women of the world and creating a revolution in the beauty industry.
Directed by two-time Academy Award-winning filmmaker, Ben Proudfoot, and produced by Breakwater Studios with Traverse 32 and McCann, The Final Copy of Ilon Specht provides an intimate account of the work of an unsung advertising genius through a series of moving interviews with Ilon and her stepdaughter, Alison, as the two women reflect upon her personal and professional legacies, struggles and triumphs.
Producer Brendan Gaul will join us in Berlin, to dive into the making of a film that explores how the iconic tagline still resonates today, and allows audiences candid glimpses of Ilon’s extraordinary life and fiery spirit.
don’t miss out
The venue opens at 9:00 am.
Get ready for CICLOPE Festival 2025. We encourage you to arrive with enough time to collect your Festival badge and catch up with friends new and old over a coffee at UdK.
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Through behind-the-scenes stories and hard-earned lessons from music video and commercial productions, he’ll encourage those in the creative field to embrace chaos, reject cynicism, lead with love, and be their own toughest critic.
speakers
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Enjoy conversations with industry peers over barista coffee at the venue.
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This is creating incredible opportunities for bold, original voices – and for those willing to embrace change with curiosity and confidence. Our young directors are going to be the ones shaping this new era, they will be the future big players.
FutureFrames is a new initiative that flips the script, and places young talent at the heart of the conversation around the future of creative work.
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Expect real examples, honest takeaways, and tools and strategies for making your next big story something people do, not just something they watch.
Delegates are welcome to explore the many cafes and restaurants nearby – browse a list of our recommended spots in the area.
Please note that food is not permitted at the venue.
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Following the success of last year’s session, Michael Duttenhoefer, Managing Partner at TPF welcomes world-renowned Executive Producers to chat with the audience about the most controversial and pressing issues that defines the present and future of independent production, including but not limited to in-house production, artificial intelligence and working direct to client.
Joining Michael on the In-Focus stage will be Jérôme Denis (LA\PAC), Charlotte Woodhead (CANADA LA) and Rejane Back Bicca (O2 Filmes).
Warning: the questions and answers may not leave you entirely comfortable.
As the advertising content landscape becomes increasingly competitive, the ability for independent production companies to thrive — and for brands to access fresh, diverse storytelling — depends on forging new kinds of partnerships.
In a timely discussion moderated by Jillian Gibbs (APR), panelists Steve Davies (APA), Florence Jacob (Caviar Paris), Matt Miller (AICP) and Clarisse Lacarrau (Fix The Future) will explore how direct relationships between brands and independent producers can serve as a powerful counterbalance to the attempts of monopolization, while opening doors to innovation, and authentic audience engagement.
speakers
Enjoy conversations with industry peers over barista coffee at the venue.
Defining the Rules of Engagement When Working with Both Brands & Agencies
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Join Florence Jacob (Caviar Paris), Matt Miller (AICP) and Steve Davies (APA), as they explore with Jillian Gibbs (APR) how brands and agencies can establish clear rules of engagement and standard operating procedures when working with independent partners — ensuring collaboration that’s efficient, fair, and built for creative excellence.
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For over 50 years, L’Oréal Paris has been defined by its iconic tagline, “Because I’m Worth It”, with its bold statement of female empowerment. The phrase was written in the 1970s by brilliant but little-known Ilon Specht at McCann, then one of only a few women in advertising to be a copywriter.
Directed by two-time Academy Award-winning filmmaker, Ben Proudfoot, and produced by Breakwater Studios, with Traverse 32 and McCann, The Final Copy of Ilon Specht provides an intimate account of the work of an unsung advertising genius. Producer Brendan Gaul will join us in Berlin, to dive into the making of a documentary that explores how the iconic tagline still resonates today, and allows audiences candid glimpses of Ilon’s extraordinary life and fiery spirit.
Simon & Paul, Shelter Film and Ambassadors Berlin present:
All That She Wants Vol.2
19:30 – Midnight
Ambassadors Berlin Office
Monbijouplatz 4
10178 Mitte Berlin
Limited space, please RSVP here