From a creative perspective, the ADCN Lamps are the most desirable awards; they represent the BIG ideas – nothing else. So it makes you wonder why this year only 2 Silver Lamps went to the category ‘interactive’ (Selmore/Achtung! and Skipintro); mainly traditional advertising gets awarded! And when you compare the Lamps with the (interactive) SpinAwards, it is striking that only two creative concepts won both awards; Upload Cinema (Lowe/Draftfcb) and (Skipintro). Does this mean that most big-idea creatives don’t have a digital mind? Or does it mean that digital creatives don’t come up with big ideas?