Gerry Human, chief creative officer, Ogilvy & Mather London

Gerry Human discusses digital out of home

As part of the Cannes Lions Outdoor jury, what were the key themes you saw in creating great work?
My experience of Cannes was very different to last year’s as I was on the jury and was able to see some of the world’s best in out-of-home. The key themes? Simplicity is still the primary thing that works in outdoor, regardless of any type of technology.

It seems so obvious but simplicity is everything. The other theme was that ideas that actually make the world a better place are very important for the way people view advertising. Advertising needs to play a role higher than just selling something.

Is technology outpacing creativity in digital out-of-home?
In the best examples, you don’t even feel the technology, but it’s all there. People see outdoor almost as an event in the experiential sense – something they can engage with when they are not necessarily connecting with mass media but are just out there. Interestingly, two of the most awarded campaigns came from two of the biggest mobile technology companies: Samsung and Apple.  

Which part of the world is leading in digital out-of-home?
The 46 golds in Outdoor came from 13 countries. So what we are seeing is innovation on every corner of the globe.


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