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l'oreal paris
ad: jair torres, diana abreu cw: karen pérez
A song that once was a critique of society for treating women as weak and incapable, is now the internet’s most self-diminishing trend where women themselves infantilize and strip away their own agency and self-worth.
The complete opposite of what L’Oreal’s “I’m Worth It” stands for.
So we had to find a way to put a stop to this dangerous narrative and inspire women to reclaim their self-worth.
/ FILM
We hijacked the trend’s hashtag and flooded it with videos of real women showing what they are truly capable of, and celebrated them with OOH’s.
Inspiring a new generation women to proudly believe and say “I’m Worth It”.
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