I’m Worth It: an International Women’s Day activation by L’Oréal Canada and McCann Canada

MONTRÉAL, March 8, 2018 /CNW Telbec/ – For decades L’Oréal Canada has stood behind a belief that every woman is worth it. On March 8th – together with a fiercely dedicated team at McCann Canada – L’Oréal Canada’s iconic brand, L’Oréal Paris, handed over their legendary slogan, along with a space on the largest digital billboard in Canada as a platform for women to share powerful personal statements throughout International Women’s Day.

 

Conceived and produced by McCann in conjunction with L’Oréal Canada, this bold campaign was designed not only to celebrate the social, economic, cultural and political achievements of Canadian women, but more importantly, to help the push for progress in gender parity and encourage gender inclusivity.

“Empowering, informing, supporting, accompanying and changing perceptions: these are the convictions and core values that guide L’Oréal Canada’s commitment to women. For this International Women’s Day, we wanted to create a campaign that would pay tribute to women by asking them to share their worth and highlight their audacity and fighting spirit in an interactive way” said Nadia Petrolito, Vice President, Legal Affairs & CCO.

The foundation of the campaign was formed by dozens of portraits and quotes from L’Oréal Canada’s own employees, L’Oréal Paris Women of Worth nominees and L’Oréal-UNESCO For Women in Science Laureates, followed by women who joined in the conversation live by sending other messages of worth that would spiral up on the digital billboard as they passed by Toronto’s Yonge-Dundas Square.

By completing their own “I’m worth…” statements – while a photographer captured their portraits – each woman put their beliefs into words, championed messages of change and declared in writing the very minimum they deserve. With headlines such as “I’m worth a seat at the table” and “I’m worth as much as the next guy” along with simply “I’m worth respect” standing tall above one of Canada’s most visited landmarks.

Timed to coincide with the live activation in downtown Toronto, L’Oréal Canada’s social media platforms reinforced the press for progress with a series of shareable “I’m worth it” stories that further encouraged women across the country to have their say, and brought volume to their powerful statements of self-worth.

About McCann Canada
McCann is an integrated marketing communications agency with offices in Vancouver, Calgary, Toronto and Montréal. The agency has been continuously ranked among the top in Canada since 1915. McCann creates meaningful roles for brands in people’s lives and improves the performance and influence of their clients.  mccann.ca

About McCann Worldgroup
McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is a leading global marketing services company with 24,000 employees in more than 100 countries, comprising McCann (advertising), MRM//McCann (digital marketing/relationship management), Momentum Worldwide (total brand experience), McCann Health (professional/dtc communications), CRAFT (global adaptation and production), UM (media management), Weber Shandwick (public relations), FutureBrand (consulting/design), ChaseDesign (shopper marketing) and PMK-BNC (entertainment/brand/popular culture).

About L’Oréal Canada
L’Oréal Canada is a wholly-owned subsidiary of L’Oréal Group, the largest cosmetics company in the world. Headquartered in Montreal, L’Oréal Canada had sales of $1.133 billion in 2016 and employs more than 1,300 people. The company holds a portfolio of 39 brands, encompassing all aspects of beauty, and is present across all distribution networks: mass market, department stores, salons, pharmacies, drugstores, and branded retail.

SOURCE McCann Canada

For further information: Media Contact L’Oréal Canada: Virginie Hotte-Dupuis, Manager External Relations & Philanthropy, virginie.hotte-dupuis@loreal.com, 514-287-4618; For additional Information and/or interviews, please contact: Caroline Murphy, McCann Canada, caroline.murphy@mccann.com, 416.846.8829