Advertising awards have reached peak honesty with the Handys, a new (fake) show that isn't a show at all—it's an app where you get a prize just for shaking your phone up and down like a real wanker. (Really: Pull up handyawards.org on your phone, and go to town.)

The concept comes from a couple of industry creatives who prefer to remain anonymous, according to the press materials.

"It's pretty clear award shows have gotten out of hand, so we wanted to take the piss out of them," says one of the co-founders and self-proclaimed Lifetime Achievement Winner. "But the Handys also signify how male-dominated advertising is. The fact that only 3 percent of creative directors are women should be a wake-up call to everyone in the industry."

The Handy Awards site explains further: "The Handys are the world's first advertising award show where you can give yourself an award in the comfort of your studio apartment or at your desk within your agency's open office. All without entering any work or sitting through someone else's boring case study video."

The press release adds: "Is the whole thing a bit crass? Sure. But lest we forget, we're in a service industry. This stunt makes a salient point for us to spend more time focusing on our clients' needs and less time servicing ourselves."