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That's the Pele effect.
When you join the passionate pursuit for a Pele, everything starts to resemble a trophy. The Great Pyramids. Sailboat sails. Nacho chips. All Pele Gold. But there is only one true Pele Award – the pinnacle of excellence in Hawai‘i advertising and design. So if triangles are suddenly everywhere you look, it’s a sign: Pele season is here. 

Share your finds of Pele-shaped objects in the wild by posting and tagging #PeleAwards. When you’re Pele-obsessed, those iconic triangles pop up everywhere.

Coming soon... date to start submitting entries. The deadline is March 1, 2025

About the Pele Awards

The Pele Awards have been a part of Hawaii’s advertising and design community for more than 40 years. The Pele Awards is one of fifteen National District Competitions for the American Advertising Awards (also known as the ADDYs). The Pele Gold winners in all national categories are sent to the National Finals of the American Advertising Awards Competition to represent District 13. It’s designed to recognize excellence in advertising and design in the State of Hawaii for the past calendar year.

Ad Person Of the Year

2024 AD 2 HAWAII PERSON OF THE YEAR

JASMINE CHO

Branch Manager & Loan Officer, Territorial Savings

Bio

Jasmine's journey in Hawaii's advertising industry began at Chaminade University, where she was recognized as one of the nation's top 50 students and received the American Advertising Federation's Most Promising Multicultural Student award. She later represented her university in the American Advertising Federation's National Student Advertising Competition and continued to contribute to the industry by taking on leadership roles with Ad 2 Hawaii and is now serving as the High School Pele Award Chair for the past four years.

Currently, Jasmine leverages her expertise as a Loan Officer and Branch Manager at Territorial Savings Bank, where she also assists with marketing efforts. In addition to her professional commitments, she is actively involved in community service through organizations such as the Chamber of Commerce Young Professionals, Hawaii Kai Jaycees, Honolulu Chinese Jaycees, and Kapolei Chamber of Commerce. During her downtime, Jasmine enjoys immersing herself in Asian dramas, anime, and TV series, as well as indulging in her love for endless scrolling on social media.

AAF-HAWAII 2024 AD MAN OF THE YEAR

BRENT SHIRATORI

Vice President -Global Brand Group, Outrigger Hospitality Group

Bio

As vice president, global brand group at OUTRIGGER Hospitality Group, Brent Shiratori champions OUTRIGGER’s brand and is responsible for marketing strategy and creative development for: paid media, integrated campaigns, web, social, email, communications programs, brand resources, loyalty & partnership marketing, sales team resources, and oversight of the overall guest experience and property brand activation.

Brent opened Aidia Marketing, a strategic marketing consultancy with his wife Celeste. And he has previously been director strategic planning at Matsumoto & Clapperton and 1013 Integrated. Before that he served as management supervisor at Carol H Williams Advertising and Marketing Drive, a DraftFCB company, in the Bay Area. Brent also worked at Laird Christianson Advertising, CP Advertising and Starr Seigle Advertising.

A triple major in marketing, accounting and management information systems, Brent holds his bachelor’s from the University of Hawai‘i at Mānoa. He serves on the board of Junior Achievement of Hawai‘i and the Hawai‘i Visitors and Convention Bureau’s marketing committee, and has several awards to his name, including HSMAI’s Top 25 Extraordinary Minds in Hospitality Sales, Marketing, and Revenue Optimization; Ad 2 Honolulu’s Outstanding Young Advertising Person of the Year; the Jim Fish National Public Service Award; GD Crain Jr. Memorial Award for Public Service; Saatchi & Saatchi Advertising Education Award; and Most Promising Minority Students Award from the American Advertising Federation.

AAF-HAWAII 2024 AD WOMAN OF THE YEAR

CLAIRE TONG

Director of Marketing, Hawaii Pacific Health

Bio

Claire Tong's journey began as an Air Force brat, fostering adaptability as her family traversed the globe. Despite initial aspirations for a medical career, Claire pivoted towards advertising, starting at Starr, Seigle, McCombs in 1986. Roles expanded to accounting, account service, and media buying, granting exposure to diverse industries. It was her tenure at Straub Clinic & Hospital from 1994 onwards that melded medical interests with marketing. Spearheading campaigns like "Straub Firsts" with Shooters Film Production earned Pele recognition.

Claire flourished at Hawai‘i Pacific Health, collaborating on award-winning initiatives. Recent endeavors include a transformative rebranding campaign in 2016 with Anthology Group, focusing on elevating brand awareness. Outside the office, Claire advocates for an active lifestyle, engaging in workouts and participating in numerous marathons, triathlons, and 10Ks. A staunch supporter of University of Hawai‘i Athletics, she serves as the current Na Koa President for the UH Football Program. Additionally, Claire champions community involvement, affiliated with various organizations, and cherishes quality time with her family and beloved dogs, whether traveling or enjoying peaceful moments at home.

AAF-HAWAII 2024 EXTRA MILE AWARD

KEOKI SMITH

Owner, Gripsmith

Bio

Keoki Smith is a freelance Grip and Electric Set Technician serving Hawaii’s Film and Television Industry for over 20 years. 

Credits include work on films like Jurassic Park(2001), Descendants (2011) and Jamojaya (2021) and TV series like Hawaii 5-0(2016), Magnum PI(2019), and Baywatch, Hawaii (2000), Rescue HI-Surf (2023-2024) 

Keoki is also the owner of Gripsmith LLC, a lighting equipment rental and service company serving local Hawaii commercial and independent producers. 

“Good actors deserve good lighting. Bad actors also deserve good lighting.” -Keoki Smith

AAF District 13 2024 Silver Medal Award

BERNARD UY

Co-Founder, Partner & Executive Creative Director, Wall-to-Wall Studios

Bio

Bernard Uy (pronounced "WE”) is the co-founder and Executive Creative Director of Wall-to-Wall Studios, a creative branding agency that has produced award-winning graphic design, advertising and interactive work for over 30 years. With offices in Pittsburgh and Honolulu, W|W’s focus has always been about helping businesses connect with their audiences through building emotional brand currency. W|W has been fortunate enough to have worked with almost every industry that has returned his emails and cold calls.

Bernie (pronounced “BER-nee”) has previously served as a board member and past President of both AIGA Pittsburgh and Honolulu chapters, a past board member of Bishop Museum and is the current Board Chair of the non-profit Hawaii Arts Alliance. He has taught as an adjunct professor at his alma mater Carnegie Mellon’s School of Design, and as a visiting professor at the St. Gallen School of Design in Switzerland. Bernie was previously honored as a Pittsburgh magazine “40 Under 40," AAF Hawaii’s 2009 “Ad Man of Year,” a Hawaii Business Magazine “20 For The Next 20,” and called “One of the Tallest Bass Players In Our Band” by his bandmates, the Dangerous Pistols of Meow Meow. He enjoys cooking, spending time with his daughter, and writing about himself in the third person.

Past Ad People of the Year Winners!

Save the Date

All “Professional” work entered in the 2025 Pele Awards Competition must have first appeared in media between January 1, 2024, and December 31, 2024. 

All “College” work entered in the 2025 Pele Awards Competition must have been created between January 1, 2024, and December 31, 2024.

Please see the 2024 Pele Information Guide for specific entry rules, guidelines, and categories.

ONLINE CALL FOR ENTRY ACCEPTANCE
November 15, 2024 11:59PM HST
FINAL ONLINE ENTRY DEADLINE
March 1, 2025 11:59PM HST
ALL PAYMENTS DUE
March 07, 2025 4PM HST