Worldwide Chief Creative Officer, Grey, Global
"Elevate the place you're at.
Not bad advice in general, and will be what we look for in all the Outdoor work this year.
No small task, but lucky for you – and unlike almost any other category – you have just about every single creative tool at your disposal. Plus, the power of context – physical, cultural, societal – as big as the world itself.
As our human experiences become more and more individual, staring into screens customized to only us, this is one of the last places we create for people to experience as a group. Which carries with it the responsibility to make where you’re at, somehow, better: through entertainment, utility, beauty, insight, craft, emotion.
The canvas doesn’t get any bigger than 'not inside.' We’ll be looking for ideas that feel as big as that canvas deserves."