‘The Final Copy of Ilon Specht’ screening in Singapore inspires future generations of women
United Women Singapore, McCann Worldgroup and L’Oréal Paris has presented an intimate, closed-door screening of ‘The Final Copy of Ilon Specht’ to an enraptured audience of around 100 attendees.
The screening event brought together women across industries and generations, reinforcing the film’s message that brands, communities and people are key players in bringing out women’s power and building their self-worth. The event was also attended by a group of young women from UWS’ programs.
The event began with a screening of ‘The Final Copy of Ilon Specht’, a Cannes Grand Prix award-winning documentary about McCann copywriter Ilon Specht, one of few women copywriters who had worked her way up at McCann by 1971. She defied gender norms and the men in the room by insisting a campaign for L’Oréal Paris be from a woman’s perspective. It was only after the public overwhelmingly preferred her vision for the ad, that with four impassioned words, “Because I’m Worth It,’’ forever shifted the axis of the beauty and culture.
‘The Final Copy of Ilon Specht’ is a candid glimpse into Ilon’s extraordinary life and fiery spirit. Throughout the film, which featured interviews with Ilon on her deathbed and with her stepdaughter Alison Case, the two women reflect upon Ilon’s personal and professional legacies, struggles and triumphs, and the impact of Ilon’s four-word slogan on the advertising industry and culture at large.
The 17-minute documentary, directed by two-time Academy Award-winning director Ben Proudfoot, has since received numerous international awards, including a Grand Prix for Film at the Cannes Lion International Festival of Creativity, a Grand Prix at the Gerety Awards, six Golds at The Telly Awards and best short documentary at the HollyShorts, Lunenburg and Chelsea film festivals.
‘The Final Copy of Ilon Specht’ is the result of a collaboration between the award-winning global creative agency network McCann, Proudfoot’s Breakwater Studios, and production company Traverse 32 for L’Oréal Paris.
‘The Final Copy of Ilon Specht’ is available for viewing in Singapore on the TED YouTube channel.
Following the documentary screening was a panel discussion featuring senior women leaders from United Women Singapore, L’Oréal Paris and McCann Worldgroup. The panel came together to discuss the impact of Ilon Specht’s legacy on women today and how brands, grassroots groups and corporations can work together to elevate every woman’s worth.
Shilpa Sinha, Chief Strategy Officer at McCann Worldgroup Asia Pacific, and the panel moderator, kicked off the conversation, saying: “Ilon Specht didn’t just write ‘Because I’m Worth It’ as a personal declaration. She lived it. It was a call for all women to see their own worth, from her groundbreaking copy to the way she inspired and mentored others in her own life, such as her stepdaughter.”
Sinha then invited the panellists to share their personal observations and experiences as women leaders across industries.
United Women Singapore Board Member and Immediate Past President, Georgette Tan, commented on the opportunities to create meaningful change for women in Singapore.
Tan added: “Singapore has made significant strides in gender equality, but the work is far from finished. The real opportunity now is in ensuring women and girls see their own worth reflected in the choices available to them, in education, careers and leadership roles. It is important that these women are supported by organisations and institutions so they can have a seat at the table to make decisions that will impact change for a better world.”
L’Oréal Paris SAPMENA, Brand General Manager, Juliana Goméz, discussed the enduring power of Ilon Specht’s legacy and how brands today can connect with societies in authentic and convention-breaking ways.
“In Singapore and across the region, we are inspiring women to redefine worth on their own terms. Whether it’s by sharing authentic ambassador stories through the ‘Lessons of Worth’ film series, encouraging women to stand up against harassment, or partnering with grassroots organisations like Dress for Success in Singapore, Ilon Specht’s four-word tagline has truly become a manifesto to unite women across ages and backgrounds to believe in their beauty and their self-worth,” Goméz said.
McCann Worldgroup Asia Pacific, Chief Creative Officer, Valerie Madon, further shed light on the advertising industry today with her perspective as a rare female creative leader in Singapore. Madon shared an anecdote from her experience 15 years ago, when mostly men were trying to write copy for a sanitary pad brand.
“I wrote a line about how women should positively embrace womanhood and how girls should embrace their periods. The brand’s global CMO asked ‘Who wrote that?’ and when I raised my hand, he said, ‘Finally, it feels like I’m reading something that came from a woman.’”
“Everyone has a place in the world and society to be heard that’s why we must never underestimate the value we bring and it’s worth more than we can imagine,” she added.
During the panel, the following statistics were mentioned:
• 96% of Asians believe brands should do more to improve everyday life
• 86% of Asians want brands to speak up on social issues.
These statistics are taken from McCann Worldgroup’s ‘Truth About Ascending Asia’ study, a report that highlights how Asia is poised to enter a transformative era, characterised by the emergence of a distinct “Asian Dream”. This concept is defined by the convergence of socio-economic shifts, technological advancements and cultural evolution, providing a compelling alternative to traditional American and European ideals.
The study encapsulates insights from over 12,000 individuals across 12 diverse Asian markets, 44 expert interviews, and more than 100 hours of social listening. It examines the attitudes, aspirations, and values of Asian consumers in an age of rapid change.
The study was powered by Truth Central, McCann Worldgroup’s proprietary global intelligence unit dedicated to unearthing unique truths.
