L'Oréal - "Kate Winslet"

McCann Paris

McCann Paris Neuilly sur Cedex, Francia

3581

Marca: L'Oréal
Paese: Francia

Cliente: L'Oréal

Titolo	Kate Winslet
Agenzia	McCann Paris
Campagna	Lessons of Worth
Cliente	L'Oréal
Marca	L'Oréal
Data di Prima Diffusione/Publicazione	2021 / 9
Settore	Cosmetica, Prodotti di bellezza, Profumi
Slogan	Because I’m worth it
Trama	“Because I’m worth it”, the brand signature that’s just celebrated its fiftieth anniversary, was the first in the world to underline the value of self-worth. A strong message that deepens today with the “Lessons of Worth”: a series of monologues featuring the ambassadors of the world’s number one beauty brand examining the phrase through their perspective. This February, the month dedicated to boosting self-esteem, L’Oréal Paris unveils a new chapter in the series of poignant and empowering videos.
Filosofia	Two years ago, McCANN Paris and L’Oréal Paris released a two-minute video, a simple, raw format in which the actress and activist Viola Davis spoke directly to the camera, delivering a searing, powerful inviting us to reconsider the phrase, “Because I’m worth it”. The video, published simultaneously on social media by both L’Oréal Paris and Viola Davis herself, was watched more than nine million times. It was the first in a series of episodes entitled “Lessons of Worth”, in which each brand ambassador takes a personal look at the iconic tagline, women’s empowerment, and self-worth. After videos featuring Davis, Jane Fonda, Aja Naomi King and Eva Longoria, eleven more of brand’s ambassadors (Liya Kebede, Kate Winslet, Nikolaj Coster-Waldau, Camila Cabello, Yseult, Leila Bekhti, Nidhi Sunil, Helen Mirren, Andie Macdowell, Bebe Vio and H.E.R.) give their take on the phrase and their definition of self-worth in a month dedicated to boosting self-esteem around the world. The campaign takeover will be announced with a teaser video highlighting the power and diversity of the series and the iconic cast of individuals letting their guard down and get real about self-worth. Through this original format, L’Oréal Paris wants to give a new kind of platform to their ambassadors – each chosen for their convictions, activism, and unique careers – and reinject meaning into the brand’s iconic signature, “Because I’m worth it”. The mini-series was developed with one founding creative principle: let people interpret the meaning of this phrase their way. McCANN Paris created and produced the series with a spare, minimal aesthetic. Each episode is filmed in one take with no editing. In developing this original, authentic format designed to speak to everyone who shares L’Oréal Paris’ values, McCANN Paris wishes the reaffirm both the history and the legacy of the pioneering feminist brand. Its mission: empower every woman to realize her ambitions and her desires by giving her the place she deserves in society. The digital campaign will be released globally from the 2 of February, the first day of “International Boost Self-Esteem Month”, the month dedicated to self-esteem. The series will be posted on L’Oréal Paris social media (Instagram, LinkedIn, Twitter, YouTube and Facebook) and shared with the hashtags #LOrealParis #LOrealParisFamily #LessonOfWorth #WorthIt.
Tipo di Media	Web Film
Lunghezza	180 seconds
Post Production	Nightshift
Chief Creative Officer	Julien Calot
Associate Creative Director	Liam Fearn
Creative Lead	Eric Landowski
Creative Manager	Nadia Lasfar
Chief Operating Officer (COO)	Anne-Sophie Carbo
Business Director	Mathieu Vieille
Account Director	Kristell Piriou
Agency Producer	Thibaut Blacque Belair
Agency Producer	Jean ROBERT
Post Produzione	Louise Jolles
Post Produzione	Sabrina Branco
Talent	Kimberly Kress
Post Production	X-Track
Actor / Celebrity	Kate Winslet
EVP Global Business Leader	Charlotte Franceries
Project Manager	Nadia Smail
Project Manager	Mélanie Navet
Usage Right	Delvincourt Caroline
Usage Right	Chintana Salikoun
Agency TV Producer	Jessica Malicki
Post-production Producer	Laurianne Fréguin
Post Produzione	CRAFT
Audio Post Production	Schmooze