Hawaii's advertising industry celebrated its most anticipated night of the year yesterday with the Hawaii Advertising Federation's 23rd annual Pele Awards ceremony at the Hilton Hawaiian Village.
Ad awards locked upThe winners
at annual Pele celebration
By Erika Engle
The theme for this year's awards was "Judgement Day," and the program's masters of ceremonies were city prosecutor and known wise-cracker Peter Carlisle and attorney Margery Bronster, best known as the former state attorney general who took on the Bishop Estate.
The Pele is the Hawaii equivalent to the "Addy" presented by the American Advertising Federation.
Hawaii's AAF District 13 winners, chosen last night, qualify to go on to national competition, according to AAF District 13 co-chairwoman Barbara Scott, longtime organizer of the Pele ceremonies.
Three Best of Show awards were presented as an apparent indication of the difficulty in whittling down 750 entries to 226 finalists and 48 awards. Mainland judges slogged through the process after they were flown to Hawaii last month.
The Best of Show awards went to Studio Ignition Inc. for package design, Laird Christianson Harris Advertising Inc. for broadcast public service advertising and Info Grafik for publication design.
Three Honolulu-based agencies were each awarded three Peles: Hendrix Miyasaki Shin Advertising, Milici Valenti Ng Pack Advertising and Ostrander-Chu.
Double-award winners included Maui-based Agape Design, Gilbert & Associates LLC and The Design Network, as well as Honolulu-based Element 8 LLC, Laird Christianson Harris, Obun Hawaii Inc. and Smith David Miyasaki Advertising.
Of the neighbor islands, Maui-based agencies made the biggest showing, winning eight of 48 awards.
The AAF Silver Medal, which Scott called "the highest award given by the advertising industry," was awarded this year to Honolulu Publishing Co. Chairman David Pellegrin. It is awarded for "furthering excellence in advertising," Scott said. "Each state has a winner and all those are recognized on the national level."
The federation presented its Ad Woman of the Year award to Marianne Martin, sales executive at Hagadone Printing Co.; and its Ad Man of the Year award to Ross Okamura, president of Audio Bytes Corp.
Jocelyn Lee, a media planner and media buyer at Starr Seigle Communications Inc., was named Outstanding Young Ad Person of the Year. She is also president of Ad2, a club for junior advertising industry professionals age 32 or younger.
In conjunction with the Pele awards, the Advertising Agency Association of Hawaii presented its Media Person of the Year award to KITV Vice President and General Manager Mike Rosenberg and bestowed only its fourth Lifetime Achievement award in 16 years to Don Carroll, chairman of Oceanic Cable.
Rosenberg was chosen at the association's annual meeting in January, according to President Buck Laird, also president of Laird Christianson Harris Advertising Inc.
In keeping with the "Judgement Day" theme of this year's awards, conceived by Laird Christianson Harris Advertising Inc., the call for entries issued for this year's awards pictured on its back cover what appeared to be bound copies of the Hawaii Revised Statutes with section titles such as, "Advertising Crimes -- Client Produced."
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Here are the winners, by category:
Product/Sales PresentationAgape Design (Maui) for "Nalu Sushi Menu Cover," Maui Marriott
The Design Network (Maui) for "Presentation Brochure," John Hara & Associates Inc.
Package DesignStudio Ignition Inc. for "Gourmet Cookie Packaging," Clara Confectioners
(Best of Show, Design category -- one of two presented)
Point Of PurchaseMilici Valenti Ng Pack Advertising for "Shoe Shine Campaign," Clem's Clean & Shoe Shine
Stationery PackageAgape Design (Maui) for Luana Spa Retreat stationery package
Annual ReportCarl Shaneff Photography for "HEI Summary Report," Hawaiian Electric Industries
BrochuresOstrander-Chu for "Keauhou at Makena" brochure
Gilbert & Associates LLC (Maui) for "Cultural Assets" brochure, Outrigger Wailea Resort
Poster DesignElement 8 LLC for "Polynesian Cultural Center series," Polynesian Cultural Center
Ostrander-Chu for "The Wash," Manoa Valley Theatre
Special Event MaterialSae Design LLC (Maui) for "2001 Holiday Collateral," The Ritz-Carlton Kapalua
Direct MarketingBates/Lee Advertising for "Spring 2001 Travel Planner," American Express
Web site DesignData House Inc. for "Prince Hotels Japan," Prince Marketing Corp.
RevaComm for "Halekulani"
Business/Trade Self-PromotionMilici Valenti Ng Pack Advertising for "Faye Kurren," Pacific Business News
Milici Valenti Ng Pack Advertising for "Executive Profile series," Pacific Business News
Consumer MagazineStarr Seigle Communications Inc. for "Ironman," Hawaiian Airlines
Newspaper AdvertisingMatsumoto & Clapperton Advertising for "CSI," Chaminade University
Newspaper Self-PromotionMatsumoto & Clapperton Advertising for "Dish Washer/Weeds/Waitress," Honolulu Advertiser
Agency Self-PromotionDesign Asylum Inc. for "Dance Asylum"
Tsunami Marketing (Kauai) for "Truth Hurts"
Nakayama Design for "Corporate Stationery Package"
Supplier Self-PromotionHagadone Printing Company for "HPC Stationery"
Ad Club Self-PromotionNomura Design for "Hawaii 5-0 Invitation," AIGA Hawaii
Logo DesignObun Hawaii Inc. for "Obun Hawaii Group logo"
IllustrationStudio Ignition Inc. for "Akialoa," "I iwi," "Akiapola au," Clara Confectioners
PhotographyNetwork Media Inc. for "Pele" Hawaii Hotel Network
Advertising Music ScoreDavo for "The Village," Whalers Village
Ads For The Arts -- PrintThe Design Network (Maui) for "The Season of Discovery," Maui Arts & Cultural Center
Ads For The Arts -- BroadcastShooters Film Production for "HIFF Trailer," Hawaii International Film Festival
Public Service Ads -- PrintHendrix Miyasaki Shin Advertising for "Suicide," "Recall," "Inhale," Hawaii Department of Health
Public Service Ads -- BroadcastLaird Christianson Harris Advertising Inc. for "He's So Cool," Hawaii Department of Health (Best of Show, Advertising category)
Public Service CampaignLaird Christianson Harris Advertising Inc. for "He's So Cool," "Love," "She's So Hot," Hawaii Department of Health
Retail Advertising -- PrintOgilvy & Mather Hawaii Inc. for "Fresh Island Breeze," Hilo Hattie
Retail Advertising -- BroadcastSmith Davis Miyasaki Advertising for "Rainbow," Hawaii Volkswagen Dealers Association
Travel and Tourism Ads -- PrintObun Hawaii Inc. for "Campaign No. 1," Hyatt Regency Waikiki
Travel Ads -- BroadcastOstrander-Chu for "The Village," Whalers Village
Travel -- CollateralGilbert & Associates LLC (Maui) for "Cultural Assets Brochure," Outrigger Wailea Resort
Editorial Design -- SpreadsNetwork Media Inc. for "Pele," Hawaii Hotel Network
Voice for "The Siren," Hawaii Skin Diver Magazine
Publication Design w/ adsPacific Rim Weddings (Maui) for "Summer/Fall 2001"
Publication DesignInfo Grafik Inc. for "Kuki'o Underwater," Kuki'o Press
(Best of Show, Design category -- one of two presented)
Radio AdvertisingAdWorks Inc. for "Sunday Sunday Sunday," Planet Tan
Element 8 LLC for "Tonga Mix," Polynesian Cultural Center
Television Ads Under $10,000Hendrix Miyasaki Shin Advertising for "Dream," Zippy's
Television Ads $10,000 - $25,000Smith Davis Miyasaki Advertising for "Journey," Hawaii Volkswagen Dealers Association
Television Ads Over $25,000Hendrix Miyasaki Shin Advertising for "Bee," AIG
Television Self-PromotionThe Schiller Agency for "Rainbow," "Dolphin," Hawaii Public Television
Source: Hawaii Advertising Federation
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