McCann
Truth Well Told TM
L'ORÉAL PARIS
THE FINAL COPY OF ILON SPECHT
Truth Well Told
Women have inherent worth and deserve to be seen, heard, and valued
Truth Well Told
BECAUSE YOU'RE WORTH IT
Grand Prix (Film) Gold Lion (Entertainment) Silver Lions (Entertainment, PR) Bronze Lion (Film Craft)
Grand Prix
Grand Prix
Brand Content Awards — Grand Prix
Grand Prix
Impact
More than 75% of people who saw the film reported that it changed their perception of the brand
Description
Fifty years after "Because I'm Worth It" was written, its meaning had become eroded by time. What began as a statement of rebellion had softened into a tagline — spoken everywhere but rarely felt. Our idea was not to reinterpret it, but to reclaim it. We did so by going back to where the line began, to Ilon Specht, the young McCann copywriter who fought so hard to bring those words to life. We worked with two-time Oscar-winning filmmaker Ben Proudfoot to capture Specht, now in her senior years and facing a terminal illness, in her New York apartment. She reflects on making the original ad at a time when so many forces were working against her, and, all throughout, her fire and unfiltered voice come to life: sharp, defiant and unapologetic. No brand messaging. No product shots. Just truth. The ultimate embodiment of "I'm worth it." We gave Ilon Specht back her words and her authorship. We didn't modernize her line. We reminded the world of its original power, and the world listened.
XBOX
THE EVERYDAY TACTICIAN
Truth
Football manager gamers don't just play the game, they study it
Truth Well Told
XBOX TURNED GAME INTELLIGENCE INTO REAL-WORLD INFLUENCE
Best of Discipline (PR, Gaming)
Yellow Pencil
Titanium Lion, Grand Prix (Direct) Silver Lion (Entertainment for Sport) Gold Lion (Creative Effectiveness)
Grand Clio
Impact
190% increase in XBOX players for Football Manager 24, which became the most-played game in the history of the franchise
Description
Modern football is dominated by a few rich clubs that can afford to hire big teams of coaches and analysts, which means smaller clubs struggle to compete for talent. For the launch of Football Manager 24 — the most realistic football simulator — Xbox helped the small club Bromley FC recruit their next tactician from an untapped talent pool: gamers. The announcement made headlines everywhere, and people from around the world applied. Nathan Owolabi, a dedicated Football Manager player, got the job. He used data from the game to help the club win in the real world, developing formations, finding new strategies, and uncovering the opposition's weaknesses. The story of this unusual approach to football was told in a 60+ minute documentary on TNT Sports — the UK's biggest sports broadcaster. With the help of a gamer, the club achieved its best season in its 132-year history, ultimately gaining promotion to League Two for the first time ever. Xbox saw a dramatic increase in Football Manager players on console, and Football Manager 24 became the most-played game in the history of the franchise.
Chevrolet
100 YEARS OF CHEVROLET
Truth
THE FUTURE IS BORN OUT OF THE PAST. EVERY CHEVROLET THAT'S CARRIED US ALONG THE WAY CONTINUES TO DRIVE US FORWARD
Truth Well Told
For 100 years, always driving toward the future
Silver (Film Craft)
Impact
#1 position in brand consideration — 6 p.p. ahead of 2nd place and 9 p.p. ahead of 3rd. #1 position in engagement across the category, with 44× more interactions than the brand's overall average. 470,000 real experiences delivered through the Spotify activation. Strongest Brand Power in the industry in Brazil's automotive industry during the period
Description
Chevrolet celebrated 100 years in Brazil with a 360º campaign that revisited defining moments in the nation's history. In the hero film, from the rise of industry to women's right to vote, from the dream of a new capital to the return of democracy, from World Cup celebrations to reconnection after the pandemic, each scene was chosen to reflect the country's progress and the brand's enduring presence throughout. The story is told through immersive cinematography, 3D transitions, and iconic vehicles that act as portals through time. Every frame was carefully crafted, combining historical accuracy with emotional depth. Narrated by Fernanda Torres, one of Brazil's most celebrated actresses, the film aired nationally on Chevrolet's 100th anniversary. More than a celebration, it became a statement about memory, progress, and connection, reminding Brazilians that Chevrolet has not just been a car brand, but a part of their country's journey.