McCann Joburg and L'Oréal Paris have partnered on the beauty brand’s global series of inspirational video testimonials titled "Lessons of Worth," designed to empower women with its iconic mantra, "because I'm worth it."

Over the years, this initiative has seen contributions from notable figures such as Viola Davis, Kate Winslet, Helen Mirren, and Kendall Jenner. The latest video testimonial features L'Oréal’s first black brand ambassador for sub-Saharan Africa, the incomparable Thuso Mbedu.  

"As we introduce a Lesson of Worth that beautifully mirrors the African spirit, we aim to empower African women to believe in their unparalleled beauty, fostering a sense of pride in their diverse and authentically African selves. With Thuso's exceptional involvement as our first Sub-Saharan Africa brand partner, this initiative holds a special place in our hearts," says Ayanda Mackay, Marketing Manager, L'Oréal Paris Skin & Hair.

McCann Joburg introduced a powerful motivational concept into the Lessons of Worth lexicon—the idea of "worth in progress” as saying “I’m worth it” once just wouldn't cut it due to the unique challenges faced by African women.  

"It was a job very close to our hearts. No one has told South African black women that – 'you're worth it.' We've been celebrated for our strength (you strike a woman, you strike a rock), praised for bearing pain and suffering, exalted for our selflessness, but never told 'you're worth it," says Zetu Damane, Chief Strategic Planner at McCann Joburg.

Creative Director at McCann Joburg, Toni Hughes concludes, "Working together with a remarkable all-women creative team—Matshidiso Khasake, Leigh Forrest, and Sherilyn van Neethling—alongside Thuso, we embarked on a remarkable journey to create a profoundly moving and resonant piece. Creatively, the team felt a profound responsibility to craft a "Lesson of Worth" that was distinctly South African while meeting the exceptionally high international benchmark set”.

Watch the video here

Credits
Creative director – Toni Hughes
Copy writer - Matshidiso Khasake
Art Directors - Leigh Forrest and Sherilynn van Neethling
Account Management - Sharon Wilson and Nonhlanhla Shilabye
Strategy - Zetu Damane and Nande Gubevu
Marketing Managers - Ayanda Mackay, Namate Moyo, Issima Oniangue & Theresa Van Rooyen