From that piece where Jeff Goodby said “We are becoming irrelevant award-chasers”: Sorry Jeff, but not everyone gets to work on $100 million accounts with media buys big enough to make a campaign famous.
Just because someone does a local campaign on the cheap doesn’t mean it’s any less creative. I’ve done work in small markets and I do work in one of the biggest – and there’s great creativity in both that should be recognized.
I totally agree that ghost ads are ruining award shows – who can’t be creative when they don’t have a real client and real business goals to deal with? But your “cab test” to see what qualifies as “real” creative make you seem like you live and work in a big agency bubble.