McCann
Truth Well Told TM
L'ORÉAL PARIS
THE FINAL COPY OF ILON SPECHT
Truth
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.
INSTACART
FOR PAPA
Truth
When shopping for groceries, people are fiercely particular about small things, like banana ripeness. Losing control over that is what makes online grocery shopping feel risky.
Truth Well Told
Instacart turned banana ripeness into an operatic rivalry at the Super Bowl, showing consumers that with its new “Preference Picker” feature, they’re still the ones in control.
Silver Lion, Craft
Bronze Lion, Entertainment
Humor, Visual Style, Production Design, Performance
Bronze Cube, Merit Honors
Impact
91M+ owned impressions, 579M+ total reach (87% non-followers), 22B earned impressions, and a spike in new users.
Description
Online grocery's real barrier isn't convenience, but control, especially over fresh produce. Instacart's data showed customers had left 32M+ notes specifying banana ripeness alone.
For the Super Bowl, McCann and Instacart dramatized this obsession at operatic scale -- transforming banana ripeness into the subject of an epic musical showdown. What starts as a polished Euro-pop duet featuring Ben Stiller and Benson Boone escalates into an absurd, high-stakes rivalry, performed on a 60-foot stage with 45,000+ illuminated elements and shot on original 1980s broadcast cameras for an authentic analog look. Rather than explain the platform’s new “Preference Picker” feature, the campaign embedded it directly into the entertainment — sung, performed, and repeated until product and story became inseparable. The work reframed online grocery from a loss of control to a celebration of it.
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.