Ad awards locked up
at annual Pele celebration

The winners

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By Erika Engle
eengle@starbulletin.com

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.

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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Pele Awards

Here are the winners, by category:

Product/Sales Presentation

Agape Design (Maui) for "Nalu Sushi Menu Cover," Maui Marriott
The Design Network (Maui) for "Presentation Brochure," John Hara & Associates Inc.

Package Design

Studio Ignition Inc. for "Gourmet Cookie Packaging," Clara Confectioners
(Best of Show, Design category -- one of two presented)

Point Of Purchase

Milici Valenti Ng Pack Advertising for "Shoe Shine Campaign," Clem's Clean & Shoe Shine

Stationery Package

Agape Design (Maui) for Luana Spa Retreat stationery package

Annual Report

Carl Shaneff Photography for "HEI Summary Report," Hawaiian Electric Industries

Brochures

Ostrander-Chu for "Keauhou at Makena" brochure
Gilbert & Associates LLC (Maui) for "Cultural Assets" brochure, Outrigger Wailea Resort

Poster Design

Element 8 LLC for "Polynesian Cultural Center series," Polynesian Cultural Center
Ostrander-Chu for "The Wash," Manoa Valley Theatre

Special Event Material

Sae Design LLC (Maui) for "2001 Holiday Collateral," The Ritz-Carlton Kapalua

Direct Marketing

Bates/Lee Advertising for "Spring 2001 Travel Planner," American Express

Web site Design

Data House Inc. for "Prince Hotels Japan," Prince Marketing Corp.
RevaComm for "Halekulani"

Business/Trade Self-Promotion

Milici Valenti Ng Pack Advertising for "Faye Kurren," Pacific Business News
Milici Valenti Ng Pack Advertising for "Executive Profile series," Pacific Business News

Consumer Magazine

Starr Seigle Communications Inc. for "Ironman," Hawaiian Airlines

Newspaper Advertising

Matsumoto & Clapperton Advertising for "CSI," Chaminade University

Newspaper Self-Promotion

Matsumoto & Clapperton Advertising for "Dish Washer/Weeds/Waitress," Honolulu Advertiser

Agency Self-Promotion

Design Asylum Inc. for "Dance Asylum"
Tsunami Marketing (Kauai) for "Truth Hurts"
Nakayama Design for "Corporate Stationery Package"

Supplier Self-Promotion

Hagadone Printing Company for "HPC Stationery"

Ad Club Self-Promotion

Nomura Design for "Hawaii 5-0 Invitation," AIGA Hawaii

Logo Design

Obun Hawaii Inc. for "Obun Hawaii Group logo"

Illustration

Studio Ignition Inc. for "Akialoa," "I iwi," "Akiapola au," Clara Confectioners

Photography

Network Media Inc. for "Pele" Hawaii Hotel Network

Advertising Music Score

Davo for "The Village," Whalers Village

Ads For The Arts -- Print

The Design Network (Maui) for "The Season of Discovery," Maui Arts & Cultural Center

Ads For The Arts -- Broadcast

Shooters Film Production for "HIFF Trailer," Hawaii International Film Festival

Public Service Ads -- Print

Hendrix Miyasaki Shin Advertising for "Suicide," "Recall," "Inhale," Hawaii Department of Health

Public Service Ads -- Broadcast

Laird Christianson Harris Advertising Inc. for "He's So Cool," Hawaii Department of Health (Best of Show, Advertising category)

Public Service Campaign

Laird Christianson Harris Advertising Inc. for "He's So Cool," "Love," "She's So Hot," Hawaii Department of Health

Retail Advertising -- Print

Ogilvy & Mather Hawaii Inc. for "Fresh Island Breeze," Hilo Hattie

Retail Advertising -- Broadcast

Smith Davis Miyasaki Advertising for "Rainbow," Hawaii Volkswagen Dealers Association

Travel and Tourism Ads -- Print

Obun Hawaii Inc. for "Campaign No. 1," Hyatt Regency Waikiki

Travel Ads -- Broadcast

Ostrander-Chu for "The Village," Whalers Village

Travel -- Collateral

Gilbert & Associates LLC (Maui) for "Cultural Assets Brochure," Outrigger Wailea Resort

Editorial Design -- Spreads

Network Media Inc. for "Pele," Hawaii Hotel Network

Voice for "The Siren," Hawaii Skin Diver Magazine

Publication Design w/ ads

Pacific Rim Weddings (Maui) for "Summer/Fall 2001"

Publication Design

Info Grafik Inc. for "Kuki'o Underwater," Kuki'o Press
(Best of Show, Design category -- one of two presented)

Radio Advertising

AdWorks Inc. for "Sunday Sunday Sunday," Planet Tan
Element 8 LLC for "Tonga Mix," Polynesian Cultural Center

Television Ads Under $10,000

Hendrix Miyasaki Shin Advertising for "Dream," Zippy's

Television Ads $10,000 - $25,000

Smith Davis Miyasaki Advertising for "Journey," Hawaii Volkswagen Dealers Association

Television Ads Over $25,000

Hendrix Miyasaki Shin Advertising for "Bee," AIG

Television Self-Promotion

The Schiller Agency for "Rainbow," "Dolphin," Hawaii Public Television

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Source: Hawaii Advertising Federation