2024 Cannes Contenders: Valerie Madon's top bets

Prominent creative agencies are sharing their picks of the region's best advertising output with Campaign Asia-Pacific to acquaint the industry with outstanding work competing at Cannes Festival of Creativity in 2024.

After M&C Saatchi ANZ's creative heads, we have McCann Worldgroup's APAC chief creative officer, Valerie Madon choose her front runners that have high hopes of swiping gold.

Take a look at her picks. 

Campaign: 'RooBadge'
Brand: Volkswagen
Cannes category: Innovation

Collisions with kangaroos comprises of around 90% of on-road wildlife accidents in Australia. Which is why this Volkswagen Australia campaign, in collaboration with DDB Group, mitigates wildlife collisions on the country's roads, particularly with kangaroos. The project, is done in consultation with the University of Melbourne and Wires, debuts the 'RooBadge'—a device designed to prevent frequent and often devastating kangaroo accidents on regional roads. 

"Who doesn’t love solutions that help animals and, in this case, also help drivers? It is an impossible idea to pull off without full collaboration with the brand to create a solution that’s integrated into the cars. The effort is really commendable," says Madon. 

Campaign's in-house reviewer Ad Nut concurs. In a review, it noted: "It's a stellar effort, and we will be keeping a close eye on the success rates here.

Campaign: 'All You Need Is A Rug'
Brand: Samsung
Cannes category: Brand Experience and Activation

To give context, this campaign involved creating rugs that mirrored the exact floor dimensions of their home appliances. These rugs served a dual purpose: not only did they allow consumers to visualise how much space the appliance would occupy, but they also functioned as stylish home décor. Targeting soon-to-be-married couples in Korea, Samsung disseminated the campaign through online wedding preparation communities, home interior platforms, and other tailored channels. The launch was timed to coincide with the peak wedding season in Korea (September to October) and it  resulted in 12,790 couples opting for Samsung’s rugs into their homes and lives.

The simplicity and clarity of this idea struck with Madon. "Simple ideas which don’t require the latest technology make juries smile. It’s the kind of work that costs nothing but is priceless in playing a meaningful role in people’s lives. I wish I’d done this because I want one in my home," she says.  

Campaign: 'Sammakorn Not Sanpakorn'
Brand: Sammakorn
Cannes category: Brand Experience and Activation

This film tells the story of a frustrated Sammakorn employee who had to deal with repeated cases of confusion because people thought Sammakorn was Sanpakorn, a Thai revenue department. She tried various methods to solve the problem, but nothing seemed to work—name confusion is a common problem. So finally, she let out all her repressed emotions. We won't give any more spoilers, you need to watch the film for your dose of chuckles. 

"There are easier ways to win than trying to make a group of internationally diverse people laugh. The Thais have consistently been able to do this by raising the funny bar every year with great storytelling, and this piece has just done it again," adds Madon. 

McCann Worldgroup's own pick: 

Campaign: 'Dabba Savings Account'
Brand: ESAF Small Finance Bank
Cannes category: Sustainable Development Goals

In India, 35% of bank accounts bear women’s names. However, the reality reveals a different story: men often manage, monitor, and utilise these accounts. This disproportionately affects women from lower-income families who juggle daily wage jobs. Lacking access and banking knowledge, they stash savings in kitchen containers, hoping for safety. Enter the Dabba Bank: an unassuming container with an extraordinary mission—to safeguard women’s secret savings.

Madon aptly captures the essence, "Ideas deeply rooted in culture are what makes them truly unique and meaningful."

She continues, "This campaign beautifully marries a humble kitchenware with the bank's existing financial eco-system, creating a solution that has a sustainable impact. I appreciate the cultural relevance and the innovative approach taken here."