Pele Awards show brings prizes and an 'aloha'


POSTED: Sunday, April 11, 2010
This story has been corrected.  See below.


The Hawaii advertising industry celebrated the sweetest fruits of its 2009 labors last night at the annual Pele Awards ceremony, staged by the American Advertising Federation-Hawaii Chapter. Attendees also greeted the end of an era, with the last Pele gala produced by Honolulu advertising executive Barbara Scott, its producer for 20 years.

Two Best of Show awards were presented, for advertising and for design.

Sandy Pencil and Wagnervision LLC won the advertising Best of Show for its 15-second TV spot titled “;Hammock,”; produced for Oceanic Time Warner Cable, while Hana Hou! magazine won Best of Show for Design for a spread titled “;Tree of Plenty.”;

Individual awards included a national AAF Silver Medal to Dennis Christianson, president and chief executive officer of Anthology Marketing Group Inc.

“;It is the highest honor in the marketplace,”; said Scott, the AAF-Hawaii District governor. “;They have to be at the top of their game,”; and it almost always goes to an agency principal, recognized for creativity in their area of expertise, advancing advertising and contributing to the community, she said.

Advertising Woman of the Year and Advertising Man of the Year honors were presented to Tammy Uy, creative director of Milici Valenti Ng Pack Advertising, and to Dave Rosen, president of Shooters Film Production, respectively.

The honor for the younger set has been changed from male and female categories to simply Young Advertising Professional of the Year, a title now borne by Tyson Yamada, co-owner of Pro Forma Favorable Impressions. His family-run business produces customized premium items. He also serves alongside Tai Leong as co-president of Ad 2 Ho-nolulu, an industry organization for professionals age 32 and younger.

The term Pele Award is a Hawaii exclusive, as regional and national awards presented by AAF are generally called ADDY awards. Pele winners automatically go on to the national ADDY competition that this year will culminate in a gala ceremony June 12.

The Honolulu-based agency sending the most awards on to the nationals is Milici Valenti Ng Pack Advertising, which left Hilton Hawaiian Village with six awards. Four awards each were presented to Honolulu-based Hendrix Miyasaki Shin Advertising, Maui-based Sae Design and Wall To Wall Studios.

As evidenced by the winners list, competition also welcomes individuals, companies or organizations engaged in advertising or design work in Hawaii.

On Friday, Scott was not sure what to expect last night. While she produced it, elements were being planned by others in secret.

“;It's a weird year because I'm not in control of the show. They're doing the show about me ... but I don't have a clue,”; she said.

“;I love the Peles,”; Scott added. “;I don't think I'd ever get tired of them,”; despite the four months' production work required. Nevertheless, she will leave Hawaii next year to join her siblings in Georgia.


Erika Engle is a reporter with the Star-Bulletin. Reach her by e-mail at .(JavaScript must be enabled to view this email address).




The following agencies won awards last night in the categories cited for projects done for clients in the calendar year. The following are the winners of Pele Awards, equivalent to regional gold ADDY awards. The complete list including Excellence (silver) and Merit (bronze) winners will soon be posted on http://www.aafhawaii.com:

1001 Stories (HDOLOGY)

1. Cinematography: “;One Day,”; Client: University of Hawaii at Manoa

2. Music Score: “;One Day,”; Client: University of Hawaii at Manoa

4Front Branding

1. Public Service — Web: “;Hawaii Seafood Council Web site,”; Client: Hawaii Seafood Council

Agape Design

1. Direct Marketing: “;Four Seasons Resort Festive Mailer,”; Client: Four Seasons Resort

2. Specialty Advertising: “;Four Seasons Resort Keypacket & Keypad,”; Client: Four Seasons Resort


1. Web site: “;Marriott Resorts Hawaii Web site,”; Client: Marriott Resorts Hawaii

2. Nontraditional Campaign: “;Spirit of Aloha Tour,”; Client: Marriott Resorts Hawaii

Clarence Lee Design

1. Sales Presentation: “;Galleria Waikiki Luxury Brochure,”; Client: Duty Free Shoppers

DTRIC (in-house)

1. Retail Advertising — Television: “;Unlimited Towing”;

DP Music

1. Sound Design: “;you2,”; Client: iPEC

Electric Pencil

1. Special Event Material: “;HAL 80th Anniversary Postcards,”; Client: Anthology/Hawaiian Air

Element 8

1. Magazine Advertising: “;Lousy Score,”; Client: Mid Pac Petroleum

2. Newspaper Advertising: “;Melt,”; Client: Polynesian Cultural Center

Hana Hou! Magazine

1. Spread Design: “;Tree of Plenty”;

Hastings & Pleadwell

1. Public Service — Nontraditional: “;Don't Be a Billy,”; Client: National Cyber Security Alliance

Hawaii Self Storage (in-house)

1. Radio: “;Practice Safe Storage”;

Hendrix Miyasaki Shin Advertising

1. Mixed Media Campaign: “;2009 HGEA Complete Campaign,”; client: HGEA

2. Public Service — Television: “;Faces,”; Client: Aloha United Way

3. Public Service Broadcast Campaign: “;AUW Campaign,”; Client: Aloha United Way

4. Nontraditional Advertising: “;Disposable Workers,”; Client: HGEA

Jon Rasmussen

1. Radio: “;Classic Campaign,”; Client: Cutter Automotive

2. Music Score with Lyrics: “;Owl,”; Client: Cutter Automotive

Matsumoto & Clapperton Advertising

1. Retail Advertising — Print: “;Wake Up, Sit in Style, Tommy Bahama,”; Client: C.S. Wo

2. Television (budget of $25,000 to $50,000): “;Won Ton Chips,”; Client: Central Pacific Bank

Milici Valenti Ng Pack Advertising

1. Menu Design: “;Aah Aina Menu,”; Client: Royal Hawaiian Hotel

2. Brochure Design: “;St. Regis Princeville Brochure,”; Client: St. Regis Princeville

3. Newspaper Advertising Campaign: “;You'd Be Happy Here, Too,”; Client: HVCB

4. Agency Self Promotion: “;MVNP Identity Package”;

5. Web Banners/Screen Savers: “;Whale & Hula Stories,”; Client: HVCB

6. Online Games: “;McCafe Madness,”; Client: McDonald's of Hawaii

Morris Visitor Publications LLC

1. Cover Design Series: “;Where Guestbook Covers 2009”;

2. Photography: “;At the Breaking Point,”; Client: The Kahala Magazine

Nomura Design

1. Advertising for the Arts: “;31st Annual Commitment to Excellence Brochure & Poster,”; Client: Japanese Chamber of Commerce


1. Point-of-Purchase: “;Kilimanjaro Rifles Trade Show Exhibit,”; Client: Kilimanjaro Rifles

Ostrander & Chu

1. Public Service — Collateral: “;Conversation Can't Wait,”; Client: The Nature Conservancy

Quintin Campbell, Honolulu Community College

1. Student Advertising: “;Bob Marley CD Packaging”;

Richard Fraioli & Darrin Lin

1. Ad Club Self Promotion: “;Tight Budget, Sharpest Award, Some Changes,”; Client: 2009 Pele Awards for AAF District 13

2. Digitally Enhanced Photography: “;Sharpest Award,”; Client: 2009 Pele Awards for AAF District 13

Sandy Pencil/Wagnervision LLC

1. Television Self Promotion: “;Hammock :15,”; Client: Oceanic Time Warner

Sae Design Inc.

1. Package Design: “;Halekulani Delights Campaign,”; Client: Halekulani Hotel

2. Corporate Identity: “;Hotel Wailea Stationery,”; Client: Hotel Wailea

3. Brochure Series Design: “;Hale Makua Campaign,”; Client: Hale Makua Health Services

4. Logo Design: “;Anonymous Angels Logo,”; Client: Anonymous Angels

Stacey Leong Design

1. Web Site Design: “;Tanoa Samoa Web site,”; Client: Tanoa Samoa

University of Hawaii Art Gallery

1. Book Design: “;Writing with Thread”;


1. Cover Design: “;The Vertical Issue,”; Client: Hawaii Skin Diving Magazine

2. Publication Design: “;The Vertical Issue,”; Client: Hawaii Skin Diving Magazine

Wall-To-Wall Studios

1. E-Cards: “;Holiday E-Card,”; Client: Hyatt Regency Waikiki

2. TV Under $25,000 Budget: “;Euphemera,”; Client: Brasserie Du Vin

3. Animation/Special Effects: “;The Daves,”; Client: Bar 35

4. Cinematography:  “;The Daves,”; Client: Bar 35








Wall To Wall Studios won four Pele Awards, not three. The award mention was omitted from source material provided to the Star-Bulletin by AAF-Hawaii.


In addition to the three Pele Awards originally listed in this article, Wall-To-Wall Studios also won a Pele in the Cinematography category for a project entitled “The Daves,” done for Bar 35.


The fourth award ties Wall-to-Wall with Honolulu-based Hendrix Miyasaki Shin Advertising and Maui-based Sae Design for 2009. Six awards were presented to Milici Valenti Ng Pack Advertising.