LIA Likely, Lock + Long Shot: Valerie Madon
Valerie Madon is joining The NEW jury at this year’s London International Awards. The judging takes place every year in the gambling world of Las Vegas and, in the lead up to this October gathering, Campaign Brief has asked many of the LIA jurors to throw the dice and highlight some of the work that they would put money on to win.
Likely is probably in the show, Lock is a LIA Statue winner for sure, and Long Shot is a maybe/maybe not but something they like or is a bit different.
LIA Likely:
Hungry Puffs for Foodbank WA. Love the simplicity and tangibility of a black & white cereal box that will definitely catch a shopper’s attention in a crowded space like supermarket shelves. Driving message of hunger in the most appropriate media space makes it more impactful. It has led to donations that provided more than 625,000 meals for deprived children and 42 more IGA West Australian supermarkets have begun to stock them. This is a great example of creativity marrying media that made it special and effective.
LIA Lock:
7:1 Furniture Collection for HomePro. Quite often when new products are created for the disabled, it’s functionality always overrides it’s form, making almost everything that works for the handicap quite ugly or mechanical. This project challenged the usual approach and turned science into beautiful combinations of colours that work harmoniously with the form of the furniture. A good reminder that creativity can make the world a better place in magical ways.
LIA Long Shot:
My Crayon Project. Shiseido have been performing really well lately in award shows with their provocative films, all beautifully crafted and befitting of a beauty brand. This is another example of a well-designed and meaningful project that’s intrinsically relevant for it’s category but it seems to fall a bit short in depth besides the activation in the classroom.
Valerie Madon is Havas Group’s chairwoman, Singapore and chief creative officer, Southeast Asia.