So many awards entries claim they are the first in this and the first in that. I don't care. Tell me why it's a great idea and show me a beautiful execution.

I want to feel goose bumpy jealousy. Award shows are not the 'Guinness Book of Firsts'. Give me some magic.

An ineffective idea is not a good idea, but please don't tell me how many impressions or Facebook likes it got without any media spend.

And please don't show me an array of blog screenshots as PR proof.