Judging will be conducted in accordance with the guidelines found on the aaf.org website. Decisions of judges and the National ADDY Committee, including eligibility, qualifications and appropriate category placements, are final.  Selection of the most creative entry in each category is effected by a scoring process in which a panel of judges evaluates all creative dimensions of every entry.

  • A PELE (or Gold ADDY) is recognition of the highest level of creative excellence and is judged to be superior to all other entries in the competition.
  • Entries that are also considered outstanding and worthy of recognition receive a Silver or Bronze ADDY.

The number of awards given in each category is determined by the judges, based on the relative quality of work in that category.

The 2012-13 Pele Awards Competition Judges:

Craig Mangan Pum Lefebure Rikesh Lal
Craig Mangan
Executive Creative Director
BBDO, San Francisco
Pum Lefebure
Co-Founder & Creative Director
Design Army, Washington, DC
Rikesh Lal
Creative Director / Junior Partner
Camp + King, San Francisco


  • AAF Hawaii
  • Ad 2 Honolulu