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Immortal High Five: Valerie Madon



Chief creative officer at VMLY&R, Valerie Madon, here shares five magical pieces of work which remind her every day why she loves what she does...

Immortal High Five: Valerie Madon
Just based on its name, the Immortal Awards exists to celebrate creativity that lives forever. While it may be hard to point out a ‘Mona Lisa’ in our industry, there are pieces which many will remember for a long time. The ones which inspire agencies, clients and even the creators themselves to push their boundaries further. It’s that masterpiece that keeps our creative souls alive in us. Here are five magical pieces that remind me every day why I love what I do...

IKEA - 'Human Catalogue'

Agency: BBH Singapore

Great work sometimes puzzles you, yet makes everything feel so right. This work is exceptionally effective and leaves you wondering 'how did the creative team get there?', especially for the most ‘mundane’ brief many creatives would not wish for - to promote a catalogue. This is a testament of the value creativity brings being paid media. It’s creativity that got the world talking about a catalogue.

Design Singapore Council - 'Famzine Rubbish'

Agency: Kinetic Singapore

If you know the agency Kinetic, you’ll know them for one thing - heart. Like all their pieces of work, this FAMzine is so enigmatic because it’s filled with love and joy of the creators. Quite often in the daily chase of our own tails, we forget to inject a part of us into the things we make and that’s often what makes it magical.

StarHub - '4G 4Good'

Agency: DDB Group Singapore

When you have a great client on your side, you can make real magic happen. Leverage your relationship to create positive change beyond witty communication and this piece demonstrates this. It’s immortality transcends trendy visuals or smart lines but lives in people’s lives in a tangible and positive way.

Aware - 'The Guardian Angel'

Agency: JWT Singapore

As mentioned in the beginning, we’ve all got a piece of work of our own that has kept us hopeful in this industry. During my time in JWT, we embarked on this project that pushed our capabilities into product innovation. It was a tremendous learning curve for over two years in the making and this work continues to remind me that if we put all we’ve got into making something happen, nothing is impossible.

Out of the Box - 'Whatever' and 'Anything'

Lastly, not all work we remember may have picked up an award, but ask anyone in Singapore - ad-industry folks and even our own relatives who live here - and many will remember this spot. The genius-ness started from the product strategy. Its name, ‘Anything’ and ‘Whatever’, was inspired by everyday conversations when one is asked 'what would you like to drink?' To satisfy these indecisive consumers, the two packagings with names are randomly filled with six different flavours to surprise people's tastebuds. Sadly, the product is no longer available after the first launch and the rumour was that it did so well, a bigger well-known company bought and shut it down for cannibalising their business.

I wish I had bought a few cans to commemorate this milestone in Singapore’s creativity...

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VMLY&R Asia, Fri, 28 May 2021 09:00:35 GMT