L’Oréal Paris: Worth

L’Oréal Paris Canada has launched a bold new campaign, 'Worth,' in honour of International Women’s Day. The initiative highlights Jessica Campbell, Assistant Coach of the Seattle Kraken and a Canadian from Saskatchewan, and the first woman to coach a professional men's hockey team. Since its inception in 1971, L’Oréal Paris' tagline “Because I’m Worth It,” has been a cornerstone of female empowerment, championing self-confidence and the belief that every woman deserves to feel valued. Now, this globally recognised message takes on a new local focus as L'Oréal Paris partners with McCann Montreal to create a campaign that inspires Canadian women to believe in their worth and push through self-doubt. L’Oréal Paris has typically used celebrities as spokespeople, but for this project, the team took a different approach, showcasing a woman who has paved the way forward for others behind the scenes of the male-dominated sport. The hero film starring Jessica, which was directed by Lucy Sandler at Denim, focuses on overcoming imposter syndrome.