Jury notes from Cannes: Outdoor is a playground

The Outdoor category is one of the traditional media that has gone through a rapid evolution. Now Outdoor is connected to a plane, it's a remote control in your hand, it's the gas station, your tattoo artist.

Kolle Rebbe Germany's Social Swipe showed you can swipe your credit card through a poster to make a donation. Hakuhodo Tokyo's Rice Code literally changed the landscape. DDB New York's Drinkable Book can help solve the world's clean water problem.

And what I loved about being part of the jury is seeing how a little bravery can turn Outdoor into a very powerful medium: Your neighbourhood ATM can make a bold statement to help set things right. When I cast my vote for ANZ 'GAYTMs' as the Grand Prix, I knew I had chosen well because I felt good afterwards.

This category is a playground. And continuously rethinking the medium's form and capability will help result in something that will stand out.