Pele Awards mark many multiple winners

HAWAII'S advertising industry illuminati gathered for the 27th annual Pele Awards ceremony last night at the Hilton Hawaiian Village Tapa Ballroom.

This year, 56 Pele Awards for advertising and design were presented by the American Advertising Federation District 13. AAF District 13 member clubs include the Hawaii Advertising Federation and Ad 2 Honolulu, but not all winners are members of either organization.

The importance of the wins can be determined and spun several different ways, but based on sheer numbers, Milici Valenti Ng Pack Advertising proved the night's biggest winner, with seven awards. Its Pele-winning work was done for clients including Sheraton, Kyo-ya Restaurant, Aloha Airlines, Hawaiian Telcom, McDonald's Restaurants and Matson Navigation Co.

Laird Christianson Advertising Inc. won five awards, including a Best of Show nod for its television commercial titled, "Trash Can," for the Board of Water Supply. The agency's other clients include Wailea Marriott Resort, Mobi PCS, Easter Seals Hawaii and JW Marriott Ihilani Resort & Spa.

Hendrix Miyasaki Shin Advertising Inc. also won five awards for television, radio and magazine advertising for AIG Hawaii as well as a special effects award for its work on behalf of the Hawaii Community Foundation.

Matsumoto & Clapperton Advertising won three awards for its print ads for C.S. Wo and the Royal Hawaiian Shooting Club, winning an additional Best of Show designation for its "Girlie Men" poster for the latter.

Other agencies or designers winning three awards included VOICE, awarded, as it has been in the past, for its work for Hawaii Skin Diver Magazine; and Maui's Sae Design and Gilbert & Associates, each a Pele veteran.

Double award-winners included FlashLight, Kinetic Film LLC, Jon Duarte Design Group, HMSA and Network Media.

Jon Duarte Design Group's package design for Centex Destination Properties' "Beach Villas at Ko Olina Campaign" was designated Best of Show Design winner.

"Look at the wide range of clients that won this year," said Barbara Scott, AAF District 13 chairwoman and executive producer of the awards show.

"Usually when an agency wins a lot of awards like Milici, one piece wins three or four awards in different categories. That wasn't the case this year."

The individual honors for advertising professionals presented at past Pele Awards shows was separated this year into its own daytime event. The 2006 Ad Leaders awards were presented in February.

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Hawaii Advertising Federation's 27th annual winners

The following are the agencies, designers and artists honored last night in the annual Hawaii Advertising Federation Pele Awards. (Listed by category and followed by the entry title, client, and agency or designer.)

BEST OF SHOW

Design (Package Design -- Business)
"Beach Villas at Ko Olina Campaign," Centex Destination Properties, Jon Duarte Design Group

Print (Poster Design)
"Girlie Men," Royal Hawaiian Shooting Club, Matsumoto & Clapperton Advertising

Broadcast (Television -- $10,000-$25,000)
"Trash Can," Board of Water Supply, Laird Christianson Advertising Inc.

OTHER WINNERS

Menu Design
"Kahala Mandarin Pool Menu," Kahala Mandarin Oriental Hotel, Kennedy Design

Sales Kit Design
"Beach Villas at Ko Olina," Centex Destination Properties, Jon Duarte Design Group

Package Design -- Products
"Culinary and Bath & Body Line," Ali'i Kula Lavender, Design

Point of Purchase
"Cannonball," Sheraton Hotels & Resorts -- Hawaii, Milici Valenti Ng Pack Advertising

Brochures
"Heavenly Weddings at Halekulani," Hotels & Resorts of Halekulani, Sae Design

Special Event Material
"Four Seasons Festive Brochure," Four Seasons Resort Maui, Agape Design

Direct Marketing
"Inspiration," Wailea Marriott Resort, Laird Christianson Advertising Inc.

Out of Home Design
"Use The Buddy System," Mobi PCS, Laird Christianson Advertising Inc.

Trade Magazine Advertising
"Carrots," Hawaii Grower Products, Gilbert & Associates LLC

Trade Magazine Campaigns
"Cutting Edge of Horticulture Campaign," Hawaii Grower Products, Gilbert & Associates LLC

Consumer Magazine Advertising
"AIG Nails," AIG Hawaii, Hendrix Miyasaki Shin Advertising Inc.

Consumer Magazine Campaigns
"Kyo-ya Campaign," Sheraton Resorts & Hotels Hawaii, Milici Valenti Ng Pack Advertising

Newspaper Advertising --black and white
"Girlie Men," Royal Hawaiian Shooting Club, Matsumoto & Clapperton Advertising

Newspaper Advertising --color
"Mike," Easter Seals Hawaii, Laird Christianson Advertising Inc.

Newspaper Advertising Campaigns
"Cutting Edge of Horticulture," Hawaii Grower Products, Gilbert & Associates LLC

Newspaper Self Promotion
"Star Classifieds Campaign," Honolulu Star-Bulletin, The Harris Agency

Logo Design
"Bone Appetit Logo," Hawaiian Humane Society, FlashLight

Illustration
"I Remember When," Island Scene Magazine, HMSA

Photography for Editorial
"Paniolo," Hawaii Hotel Network, Network Media

Photography for Advertising
"Azul Invitation In-Room Pieces," JW Marriott Ihilani Resort & Spa at Ko Olina, Laird Christianson Advertising Inc.

Editorial Design -- Covers
"Fresh - The Unsalted Issue," Hawaii Skin Diver Magazine, VOICE

Editorial Design -- Spreads
"Paniolo," Hawaii Hotel Network, Network Media

Editorial Design -- Spreads
"Squid Eye," Hawaii Skin Diver Magazine, VOICE

Publication Design --Accepting Advertising
"Fresh - The Unsalted Issue," Hawaii Skin Diver Magazine, VOICE

Publication Design --Accepting Advertising
"Summer/Fall 2005," Pacific Rim WEDDINGS, Pacific Rim WEDDINGS Magazine

Publication Design -- Not Accepting Advertising
"Roy's Fish & Seafood Recipes from the Pacific Rim," Roy Yamaguchi, John De Mello Photography

Retail Advertising -- Print
"Liquid Craving," C.S. Wo, Matsumoto & Clapperton Advertising

Travel & Tourism -- Print
"Aloha Airlines National Consumer," Aloha Airlines, Milici Valenti Ng Pack Advertising

Travel & Tourism -- Collateral
"Waikiki Parc Hotel Brochure '05," Waikiki Parc Hotel, Sae Design

Advertising for the Arts -- Campaign
"HIFF Campaign," Hawaii International Film Festival, FlashLight and Kinetic Film LLC

Industry Self Promotion -- Advertising & Design Studios
"Portfolio XV," Glick Design

Industry Self Promotion -- Ad Club
"2005 Pele Awards Package," American Advertising Federation District 13, Octane

Industry Self Promotion -- Design Club
"Hawaii 5-0 Winners Book '05," AIGA Honolulu, Hagadone Printing Co.

Mixed Media Campaigns
"HTC Brand Launch," Hawaiian Telcom, Milici Valenti Ng Pack Advertising

Student Advertising
"Russian Astrachan, Caviar Packaging," Olga Shevchenko -- HCC

Student Advertising
"Jaywalk," Peter Lauro -- UH

Television -- Under $10,000
"You Old Bag," HMSA

Television Under $10,000 -- Campaigns
"Seed & Identity," First Insurance Company of Hawaii, CP Advertising

Television $10,000-$25,000 -- Campaigns
"Jaws, Car Wash, Smiles," Hawaii Dental Association, Element 8

Television -- Over $25,000
"Remote TV," AIG Hawaii, Hendrix Miyasaki Shin Advertising Inc.

Television -- Over $25,000 --Campaigns
"Present/Remote," AIG Hawaii, Hendrix Miyasaki Shin Advertising Inc.

Retail Advertising -- Television
"Test Drive," McDonald's of Hawaii, Milici Valenti Ng Pack Advertising

Retail Advertising -- Radio
"Funeral," Oceanic Time Warner Cable, Sandy Pencil

Cinematography
"Campfire," Honolulu Symphony, Edge City Films

Advertising for the Arts --Broadcast
"HIFF Trailer," Hawaii International Film Festival, Kinetic Film LLC

Animation
"Hot Dog, Elephant, Peter Piper,"Matson Navigation, Milici Valenti Ng Pack Advertising

Special Effects
"Bookstore," Hawaii Community Foundation, Hendrix Miyasaki Shin Advertising Inc.

Interactive Media -- Flash Based
"Moopiland," GiddyMachine LLC

Interactive Media -- HTML/other
"Arna Photography," Stacey Leong Design

Interactive Media -- E-Mails/E-Cards
"Hilton Hawaiian Village Holiday e-card 2005," StarrTech Interactive

Music Score -- Music Only
"Hawaii International Film Festival Trailer," HIFF, DP Music

Music Score -- Sound Design
"Hot Dog, Elephant, Peter Piper" Matson Navigation, Milici Valenti Ng Pack Advertising

Radio Advertising
"Gilligan's Island," AIG Hawaii, Hendrix Miyasaki Shin Advertising Inc.