Pele Awards Guidebook
Professional & College | Call for Entry Information Guide | Rules Guidelines and Categories
The American Advertising Awards
& The Pele Awards
The American Advertising Awards is the advertising industry's largest and most representative competition in the United States. The mission of the American Advertising Awards competition is to recognize and reward the creative spirit of excellence in the art of advertising.
Conducted annually by the American Advertising Federation (AAF), the local phase is the first of a three–tier, national competition. Concurrently, across the country, local entrants vie to win ADDY Awards–recognition as the very best in their markets. At the second tier, local ADDY winners compete with winners from other local clubs in one of 15 district competitions. District ADDY winners are then forwarded to the third tier, the national stage of the American Advertising Awards.
Hawaii is luckier than most Districts. Since we live on an island, far removed from the other States in the U.S., we applied for District status in early 1980 and Hawaii became AAF–District 13. We are very fortunate that we only have one competition to clear before our work goes on straight to the National Finals of the American Advertising Awards Competition held in early May 2025.
AAF District 13 now oversees The Pele Awards. Originally belonging to Ad Infinitum, the organization that later became AIGA-Honolulu or the American Institute of Graphic Arts. In the late 1970s, the Honolulu Advertising Federation (today, now known as The American Advertising Federation – Hawaii or AAF-Hawaii) took over the competition and it became an Advertising and Design competition.
Today, the Pele Awards is honors the Best in Advertising and Design for the past calendar year. Aspart of the American Advertising Awards system, all Pele GOLD winners or the 1st place winners in all National categories are forwarded to the American Advertising Awards to compete in the National Finals at no additional expense to the entrant. All Pele SILVER winners have the option to forward their entry at the entrant's expense.
About the Competition
How to Enter
Visit PeleAwards.com. You will be directed to the competition site to register as an entrant. Review the category list in this document and follow the simple drop-down menus to enter your information. Make sure you credit the members of your creative team, so that they will be recognized properly.
Please make sure all fields are accurate.
Submission of entries acknowledges the right of the AAF and the Pele Awards to use them for publication, exhibition and or marketing of the American Advertising Awards and Pele Awards competition and show.
Deadline
- Call for Entries— November 1, 2024 – March 1, 2025
- All entries must be entered online by 11:59pm Hawaii Standard time
- All entries must be entered and uploaded (no exceptions)
- 100% Online Submission – no entry envelopes or hard copy entry submissions
- Entry Payment—Friday, March 7, 2024
- Pay online via credit card
- Or pay by check, cash or Purchase Order
- HonBlue, 501 Sumner St, #3B1
Honolulu, HI 96817
OR TO
- The Pele Awards, PO Box 30969
Honolulu, HI 96820
Eligibility Requirements
- All work entered in the American Advertising Awards competition must have first appeared between January 1, and December 31, 2024.
- With the exceptions of Pro Bono Advertising and Advertising Industry Self-Promotion categories, and student entries, work entered must have been the result of paid creative services and/or media placement in the normal course of business.
- Entries must be submitted in the CBSA, DMA or MSA where the work was created (as defined by Arbitron or Nielsen).
- All entries must conform to all copyright laws.
"Real" Advertising
The expressed intent of the American Advertising Awards competition is to recognize and reward creative excellence in the legitimate everyday workplace of advertising. Occasionally, an entry is submitted that appears to have been created outside the conventional agency-to-client-to- media marketing structure, as if the entry was created solely for the purpose of winning an award or an account. This type of work is not accepted. Eligible entries must consist of placed media created in the aforementioned timeframe.
New Real Creative
To qualify as new creative, the copy must be completely different from that used in any previous ads. The same headline with different body copy does not qualify. Changing dates, locations, times, savings, etc ., does not qualify. The illustration or photography can be the same, but the copy (thrust and content) must be new. Some ads present little or no copy . In the instance of no copy (other than time, location, and other basic information data), an ad with a previously used illustration does not qualify . If questionable, the final decision rests with the local, district and ultimately the National American Advertising Awards Committee.
Copyright infringement and/or plagiarism (be it intentional or unintentional) will result in the disqualification and, if applicable, removal of awards from any entry deemed in violation. All entry fees will be forfeited.
Documentation
Should a question arise relative to the eligibility or legitimacy of any entry the entrant agrees by his/her signature on the entry form to furnish the necessary documentation for review by the National American Advertising Awards Committee (N3AC). Failure to do so can be grounds for disqualification without refund of entry fees. Decisions on eligibility made by the N3AC are final.
Entry Fees
- Professional Members* = $85/per entry
- Non-Members = $100/per entry
- *club membership from either:
- AAF-Hawaii
- AD 2 Hawaii
- AIGA-Honolulu
All Entries Must
- Meet all eligibility and deadline requirements.
- Be entered in the correct category and be correctly identified.
- Conform to defined submission requirements.
- Conform to all copyright laws.
Special Promotion
- Maui, Kauai, Hawaii Island, Molokai entrants recieve "Member Rate" of $85 per entry
- Enter (3) Entries; Get (1) Free
- No Late Fees
New For 2025
- Political Advertising Categories
Invoice/Manifest Form
After filling out the entry forms, you will be required to sign an Invoice/Manifest Form, listing all of your entries. This form states that by signing below you:
- Verify that the above information is accurate.
- Acknowledge that proper rights were obtained for use of any elements of the entry that were not original.
- Agree to submit documentation deemed necessary for review.
- Release the entry for Internet, broadcast and/or print (allow reuse of material).
- Verify that the entry was created within the Hawaii Market.
Corporate Social Responsibility (CSR)
Corporate Social Responsibility advertising has a goal for raising the public's awareness of social, ethical and/or environmental issues which includes branding that leads to a positively enhanced corporate image.
All Corporate Social Responsibility advertising must be entered in these categories and does not qualify in any other. Individual elements of Corporate Social Responsibility advertising may be entered into the Elements of Advertising categories for Judging but not there is not specific Corporate Social Responsibility category.
Public Service
Public Service Advertising has as its goal the improvement of the public's health, education, and or/welfare. This work may be paid or pro bono
All Public Service advertising must be entered in these categories and does not qualify in any other. Individual elements may be entered into Elements of Advertising categories. Please note: Pro bono work and elements are not eligible for Best of Show consideration.
Advertising Industry Self-Promotion
All advertising and special event materials created to promote advertising agencies, media outlets, production companies, advertising suppliers, freelancers, and advertising clubs must be entered in these categories. Entries submitted in advertising self-promotion are not eligible in other categories. However, individual components are eligible for entry in the elements of advertising categories.
Please note: Advertising Industry Self- Promotion work is NOT eligible for Best of Show Consideration.
Campaign Entries
A “Single-Medium Campaign” is no less than two and no more than four total pieces in the entry.
An “Integrated Campaign” is defined as a campaign or series of ads, commercials or executions that utilize more than one medium. The American Advertising Awards allows entries in all Integrated Campaign categories to submit up to ten executions for judging.
Integrated Campaign entries may be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (digital). Digital summaries must be submitted by uploading the video file during the online entry process.
Failure to adhere to these limitations may result in a portion or all of the noncompliant entry to be removed from judging.
2025 Pele Awards Show
The Elks Lodge — Waikiki
2933 Kalākaua Ave,
Honolulu, Hawaii 96815
Saturday, May 10, 2025
5pm to 9pm
Category: Sales & Marketing
NOTE: All entries must be uploaded during the online entry process.
Sales Promotion
Product or Service Sales Promotion
Printed promotional materials for products and services whose distribution comes from means other than traditional mass media.
001A Catalog
A printed piece—usually a booklet, folder, or brochure to sell products or services via a “call for action” and a procedure for ordering and/or buying
001B Sales Kit or Product Information Sheets
An informational package (folder, binder, envelope, box, etc.), usually with multiple inserts/sheets designed to advance the sale of a product/service and could include: the entire sales kit, container, and inserts; the container wrapping itself; or one or more of the sales sheets, minus the container. If you enter a piece in this category, you may not enter it in the Brochure category (07A or B). If there are additional pieces included to make a brochure a sales kit, then it can be entered into both.
01C Menu
A list of options available to a diner, shopper, etc.
001D Campaign
2–7 pieces may be submitted from work that qualifies in categories 001A, 001B and/or 001C.
Packaging
All product packaging.
002A Single Unit
002B Campaign
2–7 pieces may be submitted from work that qualifies in category 002A.
Point of Purchase
Promotional advertising or display unit that attends the product or service at the specific sale location.
003A Counter Top or Free Standing
A POP piece that requires additional support or elevation for proper product or service presentation, including product hangtags or self-contained unit or device that requires no additional support or elevation for proper product or service presentation.
003B Point of Purchase Campaign
2–7 pieces may be submitted from work that qualifies in category 003A.
Collateral Material
004 Stationery Package
Single or Multiple Pieces
Stationery entries in this category may contain one or more pieces of letterhead, envelope, business cards and/or mass media.
005 Printed Annual Report
YYearly communications piece, usually with financial data, intended primarily for stockholders or members as a statement or record of a company's or organization's annual performance or status.
Digital annual reports should be entered in category 030–Digital Publications.
Printed Newsletter
006A Single Newsletter
A printed editorial communications device (single or multiple page), including house magazines, published more than twice a year, with distribution to a specific audience (usually internal) including news or updated information. Newsletters for Public Service and Industry Self-Promotion should not be entered here, but into their respective categories.
Digital annual reports should be entered in category 030–Digital Publications.
006B Campaign
2–7 piecesmay be submitted from work that qualifies in category 06A. Editions submitted must all be distributed to the same audience.
Digital annual reports should be entered in category 030–Digital Publications.
Brochure
007A Single Unit
Multiple page/panel piece (usually bound/ folded) that advertises, presents and/or describes the advantages, capabilities, worth and/or reasons to buy a product or service.
If you enter a piece in this category, you may not enter it in the Sales Kit category (1B) without the appropriate sales information.
Digital brochures should be entered in Category 027–Digital Publications.
007B Campaign
2–7 brochures may be entered for the same product, service and/or brand.
Digital brochures should be entered in Category 027–Digital Publications.
Publication Design
Layout and design of the interior and/or exterior of a magazine or book
008A Cover
Layout & design of the front exterior of a magazine or book
008B Editorial Spread or Feature
One editorial spread or feature per entry. Not intended for submission of entire book or magazine. Entire publications should be entered into the Magazine Design (008C) or Book Design (008E) categories.
008C Magazine Design
Entire magazine design from cover-to-cover
008D Magazine Design Series
Pieces may be submitted for work that qualifies in categories 008A, 008B and/or 008C
008E Book Design
Entire book design from cover-to-cover.
Special Event Material
Promotional and/or informational items, usually relating to a specific event/affair at a given location, date, time, etc..
This category does not include Advertising Industry Self- Promotion or Public Service. They must be entered in their respective categories.
009A Card, Invitation, Announcement–Single
009B Card, Invitation, Announcement–Campaign
2–7 pieces may be submitted from work that qualifies in category 009A.
Direct Marketing
Anything that is mailed via USPS or delivered via special courier (private, FedEx, etc.) with the purpose of eliciting, provoking, or effecting a consumer reaction (response card, phone numberto call, order form, sale/ event dates, etc.) should be entered in the appropriate direct marketing categories.
Direct Mail
Mere mailing of a piece does not necessarily make it direct marketing. The method of shipment (selfmailer indicia, envelope, etc.) MUST be evident and included with the entry
010A Flat—Single Unit
Any printed sheet or sheets, flat, folded or bound printed material that has been mailed as part of an advertising or promotional effort. The method of shipment, (box, envelope, etc.), MUST be evident and included with the entry.
010B Flat—Campaign
2–7 pieces may be submitted from work that qualifies in category 010A.
010C 3D / Mixed—Single Unit
Includes single or multiple pieces, and the container and its contents. Dimensional also includes “pop-ups” that might mail flat but take on dimension in their final forms.
Entries typically include some element/item (other than paper) as part of the marketing message (premium item, baseball, ink pen, etc.) which is included as PART of the message. The method of shipment, (box, envelope, etc.), MUST be evident and included with the entry.
010D 3D / Mixed—Campaign
2–7 pieces may be submitted from work that qualifies in category 010C.
Specialty Advertising
011A Apparel
Clothing and/or promotional apparel with an advertising message, such as shirts, caps and jackets.
011B Other Merchandise
Specialty and/or promotional products with advertising messages, including: pens, bumper stickers, umbrellas, paper weights, etc. that are created to promote a company, corporate image, brand or event.
011C Campaign
2–7 pieces may be submitted from work that qualifies in categories 011A and/or 011B.
Category: Print Advertising
NOTE: Categories 012A–014 are allowed 3-5digital images and one optional video upload. All entries in the Print Advertising division must be uploaded during the online entry process.
Magazine Advertising
Advertising that appears in periodic (annually, biannually,quarterly, monthly, weekly, etc) publications. Circulation/distribution can be intended for the general public (Consumer) or an industry target audience (Trade).
Magazine Advertising
012A Full Page or Less—Single Unit
012B Spread, Multiple Page or Insert
012C Campaign
2–7 pieces may be submitted from work that qualifies in categories 012A and/or 012B.
Newspaper Advertising
Advertising that is placed/run in publications whose primary purpose is to inform the public about current events or issues on a daily or weekly schedule.
Newspaper Advertising
013A Full Page or Less
Newspaper ad that fills a full page or less than a full page, regardless of newspaper size/format (tabloid, broadsheet, etc.).
013B Spread or Multiple Page—Single Unit
Newspaper advertising sections, etc.
013C Specialty Advertising—Single Unit
Any advertising delivered via newspaper . Could include die cuts, mini booklets, magnets, “post-it” promotions, calendars, flat sample packs, poly bags and wrappers.
Branded Content & Entertainment
Branded content is original entertainment content that is funded or produced by an advertiser. It showcases a brand's value without being a direct promotional pitch. It drives engagement, increases brand awareness, and improves brand loyalty by generating positive brand perceptions without overtly mentioning anything about the brand or the product. Sales videos or product brochures are not branded content.
014 Branded Content & Entertainment — Any Print Medium
Any branded content and/or branded entertainment placed or appearing in print media
Category: Out–of–Home & Ambient Media
NOTE: All entries must be uploaded during the online entry process.
Categories #015–020B are allowed 3–5 digital image uploads and one optional video
upload.
Ambient Media
015 Guerrilla Marketing
Formerly known as a form of “non- traditional advertising” guerrilla marketing is an unconventional way of performing advertising and/or promotional activities.
Guerrilla Marketing entries must be accompanied by proof of usage. Entries in this category should be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (video).
Digital summaries must be submitted by uploading the video file via the American Advertising Awards online entry software.
Installations
Design and build‐out of temporary or permanent branded environment. Examples might include kiosk, art exhibition, trade show exhibit or retail store. Entries in this category may be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (video).
Digital summaries must be submitted by uploading the video file via the American Advertising Awards online entry software.
016A Single Installation
016B Multiple Installations
2–7 pieces may be submitted from work that qualifies in category 016A
Events
Event execution (not architecture—see Installation). Entries in this category may be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (video).
Digital summaries must be submitted by uploading the video file via the American Advertising Awards online entry software.
017A Single Event
017B Multiple Events
2–7 pieces may be submitted from work that qualifies in category 017A.
Out–of–Home
Poster
A single sheet, advertising or promotional piece intended for mounting and display for a product, service, or event. Does not include point–of–purchase materials, nor any outdoor signage.
018A Poster—Single Unit
018B Poster— Campaign
2–7 pieces may be submitted from work that qualifies in category 018A.
Outdoor Board
The outdoor display of advertising messages, notices, or events, commonly associated with standardized wooden or metal structures, that are delivered to mass (outdoor) audiences on sidewalks, streets, roadways, mass transit, airlines, etc.
019A Single Board
019B Multiple Boards
2–7 boards combining to communicate one message or advertisement.
019C Animated/Video Boards
019D Outdoor Board—Campaign
2–7 pieces may be submitted from work that qualifies in categories 019A–019C.
020A Large Venue—Single
Any signage, animated or static placed in stadiums and arenas. Examples could include branded scoreboard animations, branded games, sponsor signage, etc.
020B Out–Of–Home—Campaign
2–7 pieces may be submitted from work that qualifies in category 020A.
Category: Online/Interactive
NOTE: All entries must be uploaded during the online entry process. Judging of these entries will be done online, using the digital content provided via URL or by JPEG screenshots during the online entry process.
Websites
021A Consumer
Any website created primarily for consumer use.
021B B-to-B
Any website created primarily for business–to–business commerce.
021C Microsites
Any web page or series of pages that are a part of a larger website but intended to feature specialized information. Although a microsite may have a unique message or purpose, it should support the overall parent website. Does not include animated movies or intros, which should be entered in Elements of Advertising.
When entering a microsite, indicate the direct URL of the microsite, not the main site URL of which the micro is a part.
Social Media
022A Single Execution
Single creative execution of brand advertising, marketing or promotion that appeared in social media. The same execution may have appeared on one or multiple platforms or in carousel, but only one entry is required.
022B Campaign
Creative executions of brand advertising, marketing and/or promotion across social media. The campaign may have appeared on one or multiple platforms. 2–7 pieces may be submitted from work that qualifies in category 022A.
Apps, Games, Virtual Reality
Apps, Games, Virtual Reality
Apps must advertise a product or service. Apps and Virtual Reality entries will be judged using a digital (video) summary of 3 minutes or less, which must be digitally uploaded by the entrant (not via URL).
This summary should describe and demonstrate the design and functionality of the entry as well as the most important user benefits and attributes of the entry.
Judges will not be given access to the app itself or headsets for virtual judging.
023A Mobile App
Interactive mobile apps for tablets, smartphones, and wearable devices.
023B Website Based App
Interactive apps for desktop and laptop-based web browsers.
023C Games
Online/interactive games.
023D Tools & Utilities
Interactive applications regardless of the device or interface such as screensavers, widgets, etc.
023E Virtual Reality—Single
The computer-generated simulation of a threedimension image or environment that can be interacted with in a seemingly real or physical way by a person using special electronic equipment.
Advertising & Promotion
024A Web Banner Ad or Website Takeover
024B Campaign
2–7 pieces may be submitted from work that qualifies in category 024A.
025 Email
Single or multiple (campaign) email occurrences.
Blogs & Digital Publications
026 Blogs
Eligible blog content must support a brand or advertise a product or service.
026B Blogs Series
2–7 pieces may be submitted from work that qualifies in category 026A.
027A Digital Publication—Single
Online publication in support of a brand, such as annual reports, magazines, newsletters, or books.
027B Digital Publication—Campaign
2–7 pieces may be submitted from work that qualifies in category 027A.
Branded Content & Entertainment
028 Branded Content & Entertainment for Online/Interactive
Original content that may or may not directly promote the brand or product but is created on behalf of the brand. Branded Content or Branded Entertainment for any online/interactive category, excluding Online Film, Video & Sound, which should be entered in Category 036.
Category: Film, Video & Sound
NOTE: Judging of these entries will be done using the digital content provided via URL or uploaded during the online entry process.
Audio/Radio Advertising
Audio/Radio advertising is defined as commercial audio (only) messages conveyed to the prospective/ target consumer public by the seller of a product or service via mass media transmission.
Commercial messages which appear on digital streaming or satellite radio services such as Pandora, Spotify or SiriusXM should be entered in the Regional/ National Radio categories.
Within the audio/radio category, commercials aired on stations in more than one market or “metro” (even if placed on only one station in each of two “metros”) do not qualify as “local.”
Anytime a commercial extends past one “metro” (two or more), it is defined as regional/national and must be entered accordingly.
2–7 commercials for the same client, with a common theme that are placed in one market only (no more than one “metro”) are considered a campaign. If placed in two different markets, they do not qualify as a local campaign.
Audio/Radio Advertising—Local
A local audio/radio commercial is one that is broadcast on the station(s) of one market (no more than one “metro”). Radio commercials broadcast on stations in more than one “metro” (even if placed on only one station in each of two “metros”) do not qualify as “local.”
029A Single Spot :30 seconds or less
029B Single Spot more than :30 seconds
029C Campaign
2–7 pieces may be submitted from work that qualifies in categories 029A and/or 029B.
Audio/Radio Advertising—Regional/National
A single audio/radio commercial that is broadcast in two or more markets (metros), or on national radio networks or streaming outlets
030A Single Spot :30 seconds or less
030B Single spot more than :30 seconds
030C Campaign
2–7 pieces may be submitted from work that qualifies in categories 030A and/or 030B.
Category: Locals Only Television Advertising
NOTE: DO NOT ENTER CATEGORIES: FILM, VIDEO, SOUND— Online Film, Video & Sound #31A to #31C
Enter in LOCALS ONLY: Television Commercials #31A1 to #31D4. Judging of these entries will be done using the digital content provided via URL or uploaded during the online entry process.
Locals Only Television Advertising—Local (One DMA) A single TV commercial that is broadcast on the station(s) of one market (no more than one DMA). TV commercials broadcast on stations in more than one DMA (even if placed on only one station in each of two DMAs) do not qualify as “local.”
Single Spot :30 seconds
TV Commercial that consumes between: 16 and :30 seconds or airtime.
031A-1 – under $10,000 Production Budget
031A-2 – $10,000 to $25,000
031A-3 – $25,000 to $50,000
031A-4 – $50,000 and more
Single Spot :60 seconds or more
TV commercials longer than :30 seconds should be entered here. Includes all TV “direct marketing” commercials that are longer than one minute but does not include “Infomercials which should be entered in the Branded Content and Entertainment for Television category 37.
031B-1 – under $10,000 Production Budget
031B-2 – $10,000 to $25,000
031B-3 – $25,000 to $50,000
031B-4 – $50,000 and more
TV Campaign
2–7 pieces may be submitted from work that qualifies in categories 031A-1 to 031A-4, 031B1-1 to 031B-4, and or 031D-1 to 031D-4
031C-1 – under $10,000 Production Budget Per Spot
031C-2 – $10,000 to $25,000
031C-3 – $25,000 to $50,000
031C-4 – $50,000 and more
Single Spot :15 or less
TV Commercial that consumes: 15 seconds or less of airtime.
031D-1 – under $10,000 Production Budget
031D-2 – $10,000 to $25,000
031D-3 – $25,000 to $50,000
031D-4 – $50,000 and more
Television Advertising—Regional/National
TV commercials which have aired on national broadcast, cable, streaming services, or satellite networks or in more than one local market (DMA).
032A Single Spot—Up to 2:00
032B Campaign
2–7 pieces may be submitted from work that qualifies in category 032A.
Category: Locals Only Internet Commercials
Note: DO NOT ENTER: ONLINE INTERNET COMMERCIALS: CATEGORY #33
Instead, enter in LOCALS ONLY: Internet Commercials #33A1 to #33B5
Judging of these entries will be done using the digital content provided via URL or uploaded during the online entry process.
Internet Commercial
Any commercial that is created to run on the Internet. Broadcast commercials that also receive Internet runs are noteligible in this category unless there is a change in content (see “New Creative” under “Eligibility” above). Entry must be submitted as an online video using its URL, not as a digital upload.
Single Spot—Any Length
Total Production Budget per spot
033A-1 under $5,000
033A-2 $5,000 to $10,000
033A-3 $10,000 to $25,000
033A-4 $25,000 to $50,000
033A-5 $50,000
Campaign
2–7 pieces may be submitted from work that qualifies in category 033A1 to 033A-5.
Total Production Budget per spot
033B-1 under $5,000
033B-2 $5,000 to $10,000
033B-3 $10,000 to $25,000
033B-4 $25,000 to $50,000
033B-5 $50,000 plus
Category: Online Film, Video & Sound
NOTE: Judging of these entries will be done using the digital content provided via URL or uploaded during the online entry process.
Podcast
A digital media file, or series of such files, that is distributed over the Internet using syndication feeds for playback on portable media or computer. Entries in this category should be a podcast advertising a product or service.
034A Single Podcast
034B Campaign
2–7 pieces may be submitted from work that qualifies in category 034A.
Webisode(s)
An episode or series that airs initially as an Internet download or stream as opposed to first airing on broadcast or cable television.
Entry must be submitted as an online video using its URL(s), not as a digital upload.
035A Single Webisode
035B Series
2–7 pieces may be submitted from work that qualifies in category 035A.
Branded Content & Entertainment
Branded Content & Entertainment for Online Film, Video & Sound
Original content that may or may not directly promote the brand or product but is created on behalf of the brand.
All forms of audio/visual branded content and/or branded entertainment created for and distributed via online and interactive channels.
036A Single Entry—:60 seconds or less
036B Single Entry—more than :60 seconds
037 Branded Content & Entertainment for Television
All forms of audio/visual branded content and/or branded entertainment created for and distributed via broadcast, cable, or satellite television. This category is for executions of any ength and may include infomercials. Long-form entries must be edited to five minutes or less for judging purposes. Single entry—any length.
038 Branded Content & Entertainment–Non–Broadcast
All forms of audio/visual branded content and/or branded entertainment created for and distributed via methods other than the Internet or television, such as theatrical films and presentation videos. Single entry— short or feature length. Entries in this category must be edited to five minutes or less for judging purposes.
039 Branded Content & Entertainment Campaign
2–7 pieces may be submitted from work that qualifies in categories 036A–038.
Cinema Advertising
040 Movie Trailer
Single in-theatre commercial trailer for an upcoming theatrical film.
This category does not include TV commercials for theatrical films.
041 In-Theatre Commercials or Slides
In‐theatre commercials and slides for any product or service other than theatrical films.
Sales Promotion
042 Audio/Visual Sales Presentation
Any advertising, promotional and/or marketing message that is conveyed via audio and/or video method usually designed for and directed to specific and/ or limited audiences. Entry must be edited to no more than five minutes in length for judging purposes.
Music Videos
043 Music Video
A short film integrating a song and imagery created for the purpose of promoting, marketing and/or advertising the music, performance, or artist.
Must be edited to a maximum length of 5 minutes.
Category: Cross Platform
NOTE: Judging of these entries will be done online, using the digital content provided via URL or by JPEG screenshots during the online entry process.
Integrated Campaigns
An integrated campaign is defined as a campaign or series of ads, commercials or executions that utilize more than one medium. The American Advertising Awards allows entries in all Integrated Campaign categories to submit up to ten executions for judging. Integrated Campaign entries may be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (digital). Digital summaries must be submitted by uploading the video file during the online entry process.
Integrated Advertising Campaigns
044A B-to-B Campaign—Local
Business–to–business ad campaign using more than one medium that appears in just one market (DMA).
044B B-to-B Campaign—Regional/National
Business–to–business ad campaign using more than one medium that appears in just one market (DMA).
044C Consumer Campaign—Local
Consumer ad campaign using more than one medium that appears in just one market (DMA).
044D Consumer Campaign—Regional/National
Consumer ad campaign using more than one medium that appears in more than one market (DMA).
045 Integrated Brand Identity Campaign—Local or Regional/National
An Integrated Brand Identity Campaign is defined as a series of mixed elements created to support a brand.
Examples might include logo designs, stationery package components, signage, jingles, logo animations, etc.
Entries in all Integrated Campaign categories are allowed to include up to ten executions for judging.
046 Integrated Branded Content Campaign—Local or Regional/National
Original content that may or may not directly promote the brand or product but is created on behalf of the brand.
An Integrated Branded Content Campaign is defined as a series of executions representing branded content and/or branded entertainment efforts across more than one medium in support of a single brand and theme (campaign).
Entries in all Integrated Campaign categories are allowed to include up to ten executions for judging.
Online/Interactive Campaign
047 Online/Interactive Campaign
Up to 10 pieces may be submitted from work that qualifies in categories 021–028 and/or 033A1–035B5.
Category: Elements of Advertising
NOTE: Categories 048–065 are allowed 3–5 digital image uploads and one optional video upload. All entries must be uploaded during the online entry process.
Copywriting
048 Copywriting
Copywriting for any advertising medium.
Visual
049 Logo Design
An icon, symbol, typeface or trademark designed to represent a product, service, or organization. Entrant may submit a brief description of the client company and its purpose (max. 50 words) to help the judges understand the logo design objective. Proof of usage is required.
050 Infographic
A representation of information in a graphic format designed to make the data easily understandable. Proof of usage is required.
Illustration
Flat, dimensional, or animated illustration, any number of colors.
051A Illustration—Single
051B Illustration—Series
2–7 pieces may be submitted from work that qualifies in category 051A.
Still Photography
052A Black & White Single
052B Color—Single
052C Digitally Enhanced—Single
Photographic images whose content has been digitally altered to create a new image (often creating an image not possible using traditional photo techniques).
Utilitarian photo retouching, color correcting or photo editing alone does not qualify an image for this category. A sample of the original photo(s) MUST be supplied for proper judging.
052D Black & White/Color/Digitally Enhanced—Campaign
2–7 pieces may be submitted from work that qualifies in category 052A–052C.
Art Direction
Art direction for any advertising medium.
053A Art Direction—Single
053B Art Direction—Campaign
2–7 pieces may be submitted from work that qualifies in category 053A.
Film & Video
054A Cinematography—Single
Cinematography is defined as the art and process of creating motion picture images including considerations of lighting, photography, camera movement and angle. Cinematography for any motion picture project that qualifies as advertising may be considered eligible, regardless of the method of distribution.
054B Cinematography—Campaign
2–7 pieces may be submitted from work that qualifies in category 054A.
055A Animation, Special Effects or Motion Graphics
2D or 3D visual effects, regardless of the creative method for any motion picture project that qualifies as advertising may be considered eligible, regardless of the method of distribution.
055B Computer Generated Imagery (CGI)
Computer graphics to create or contribute to images in art, printed media, video games, films, television programs, shorts, commercials, videos, and simulators.
056 Video Editing
Video editing for any motion picture project that qualifies as advertising may be considered eligible, regardless of the method of distribution.
Sound
057A Music Without Lyrics—Single
AAny original musical score without lyrics which was recorded primarily for use in any advertising. Does not include music intended for purchase including music in music videos.
057B Music with Lyrics—Single
Any original music with sung or spoken lyrics, created/composed expressly for advertising. Syndicated materials, including “re-sing” jingles and library music, are not eligible for entry.
057C Music with/without Lyrics—Campaign
2–7 pieces may be submitted from work that qualifies in category 057A or 057B.
058 Voiceover Talent
Audio performance by a narrator, announcer, or voice actor in the execution of an advertising message regardless of the audio or visual medium.
059A Sound Design—Single
Any combination of non-musical elements, sound effects, ambience and other sonic devices incorporated into a film or video presentation, television commercial or radio commercial to enhance the mood and/or message.
059B Sound Design—Campaign
2–7 pieces may be submitted from work that qualifies in category 059A.
Digital Creative Technology
060 Interface & Navigation
The creative use of tools, features and overall design of websites and apps in the area of user navigation and interface.
061 Augmented Reality
Creative use of augmented reality technology in the execution of a website or app.
062 Mobile Interaction
Creative integration of mobile technology with other media (such as print, outdoor, etc.) in the execution of an advertising message or campaign.
063 User Experience
The totality of elements that make up the interface of an advertisement, brand message or campaign—including layout, visual design, text, brand, sound, and interaction. Learnability, usability, usefulness, and aesthetic appeal are key factors in users' experience.
064 Data Driven Media
Innovative use of data-driven digital media that delivers a personalized experience to each user.
Innovative Use of Interactive/Technology
Creative, novel, and ground-breaking uses of digital technology in the design, development and execution of an advertisement, brand message or campaign.
064A Copywriting—Single
064B Creative Elements—Single
064A Copywriting—Campaign
064B Creative Elements—Campaign
Category: Corporate Social Responsibility
Corporate Social Responsibility (CSR) advertising has a goal for raising the public's awareness of social, ethical and/or environmental issues which includes branding that leads to a positively enhanced corporate image.
All Corporate Social Responsibility advertising must be entered in these categories and does not qualify in any other. Individual elements of Corporate Social Responsibility advertising may be entered into the Elements of Advertising categories for judging but note there is no specific Corporate Social Responsibility category.
Sales & Marketing
NOTE: All entries must be uploaded during the online entry process.
Corporate Social Responsibility Collateral
066A Brand Elements
Stationery, logo, invitations, POS materials, newsletters, etc.
066B Annual Report (printed or digital)
Yearly communications piece, usually with financial data, intended primarily for stockholders or members as a statement or record of a company's or organization's annual performance or status.
066C Brochure/Sales Kit
All CSR sales kits, information sheets and brochures.
Corporate Social Responsibility Marketing & Specialty Advertising
067A Single Unit
CSR direct marketing, direct mail, or specialty advertising.
067B Campaign
2–7 pieces may be submitted from work that qualifies in category 067A.
Corporate Social Responsibility Print Advertising
CSR advertisement placed in any print medium.
068A Single Unit—Any Size
068B Campaign
2–7 pieces may be submitted from work that qualifies in category 068A.
Corporate Social Responsibility Out–Of–Home
069A Poster
Any CSR poster.
069B Out-Of-Home.
Any CSR out-of-home advertising
069C Campaign
2–7 pieces may be submitted from work that qualifies in categories 069A or 069B.
Corporate Social Responsibility Ambient Media
070A Single Occurrence
Any CSR ambient media, including guerrilla marketing, installations, and events.
070B Campaign
2–7 pieces may be submitted from work that qualifies in category 070A.
Corporate Social Responsibility
Corporate Social Responsibility Campaigns
071 Integrated Media Corporate Social Responsibility Campaign
A CSR advertising campaign using more than one medium. Entries in all Integrated Campaign categories are allowed to include up to ten executions for judging.
Integrated Advertising Campaign entries may be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (digital).
Digital summaries must be submitted by uploading the video file during the online entry process.
Failure to adhere to these limitations may result in a portion or all of the offending entry to be removed from judging.
Corporate Social Responsibility Online/Interactive
072A Corporate Social Responsibility Online/Interactive
Single CSR entries for Online/Interactive—excluding Corporate Social Responsibility Online Film, Video & Sound which should be entered in category 076.
072B Corporate Social Responsibility Online/ Interactive Campaign
2–7 pieces may be submitted from work that qualifies in category 072A.
Corporate Social Responsibility Film, Video & Sound
073 Corporate Social Responsibility Television
Any CSR TV advertising.
Single spot— any length.
074 Corporate Social Responsibility Radio
Any CSR radio advertising.
Single spot— any length.
075 Corporate Social Responsibility Film, Video & Sound
CSR advertising content that appears online in its original form. Examples can include Internet commercials or webisodes. Single occurrence–any length.
076 Corporate Social Responsibility Non-Broadcast Audio/Visual
CSR advertising content that is not created for television, radio or online use. Examples
include
presentation videos or cinema advertising.
Single occurrence—any length.
077 Corporate Social Responsibility Campaign
Campaign consisting of 2–7 executions of categories 073–076.
Category: Public Service
Sales & Marketing
Public Service advertising has as its goal the improvement of the public's health, education and/or welfare. This work may be paid or pro bono.
All Public Service advertising must be entered in these categories and does not qualify in any other.
Individual elements may be entered into the Elements of Advertising categories.
Please Note: Pro bono work and elements are not eligible for Best of Show.
NOTE: All entries must be uploaded during the online entry process.
Public Service Collateral
078A Brand Elements
Stationery, logo, invitations, POS materials, newsletters, etc.
078B Annual Report (printed or digital)
Yearly communications piece, usually with financial data, intended primarily for stockholders or members as a statement or record of a company's or organization's annual performance or status.
078C Brochure/Sales Kit
All public service sales kits, information sheets and brochures.
Public Service Marketing & Specialty Advertising
079A Single Unit
Public service direct marketing, direct mail or specialty advertising.
079B Campaign
2–7 pieces may be submitted from work that qualifies in category 079A.
Public Service Print Advertising
Public service advertisement placed in any print medium
080A Single Unit—Any Size
080B Campaign
2–7 pieces may be submitted from work that qualifies in category 080A.
Public Service Out–Of–Home
081A Poster
Any public service poster
081B Out–Of–Home
Any public service out of home advertising.
081C Campaign
2–7 pieces may be submitted from work that qualifies in categories 081A or 081B.
Public Service Ambient Media
082A Single Occurrence
Any public service ambient media, including guerrilla marketing, installations, and events.
082B Campaign
2–7 pieces may be submitted from work that qualifies in category 082A.
Public Service Online/Interactive
083A Public Service Online/Interactive—Single
Single Public Service entries for Online/ Interactive– excluding Public Service Online Film, Video & Sound which should be entered in category 097.
083B Public Service Online/Interactive—Campaign
2–7 pieces may be submitted from work that qualifies in category 083A.
Public Service Film, Video, & Sound
Judging of the entries will be done using the digital content provided by URL or uploaded during the online entry process.
084 Public Service Television
Any public service TV advertising.
Single spot—any length.
085 Public Service Radio
Any public service radio advertising.
Single spot—any length
086 Public Service Online Film, Video & Sound
Public service advertising content that appears
online in its original form. Examples
can include Internet commercials or webisodes.
Single occurrence–any length.
087 Public Service Non–Broadcast Audio/Visual
Public service advertising content that is not
created for television, radio, or online use.
Examples include presentation videos or cinema
advertising.
Single occurrence–any length.
088 Public Service Campaign
Campaign consisting of 2–7 executions from one category from of 084–087.
Public Service Campaigns
089 Integrated Media Public Service Campaign
A public service advertising campaign using more than one category from of 084–087.
Integrated Advertising Campaign entries may be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (digital).
Digital summaries must be submitted by uploading the video file during the online entry process.
Category: Advertising Industry Self-Promotion
All advertising and special event materials created to promote advertising agencies, media outlets, production companies, advertising suppliers, freelancers, and advertising clubs must be entered in these categories. Entries submitted in advertising industry self-promotion are not eligible in other categories. However, individual components are eligible for entry in the elements of advertising categories. Please note: Advertising Industry Self-Promotion work is NOT eligible for Best of Show consideration. Please note: Advertising Industry Self-Promotion work is NOT eligible for Best of Show consideration.
Collateral
090 Brand Elements
Advertising Industry Self-Promotion stationery, logo, invitations, point-of-sales materials, newsletters, sales kits, brochures, etc.
091 Direct Marketing & Specialty Advertising (printed or digital)
Advertising industry self-promotion direct marketing, direct mail, and specialty advertising
092 Special Event Materials (printed or digital)
Advertising industry self-promotion special event materials including cards, invitations, or announcements.
Magazine Self-Promotion
Any advertisement which appears in a magazine, promoting that magazine.
093A Single Unit—Any Size
093B Campaign
2–7 pieces may be submitted from work that qualifies in category 093A.
Newspaper Self-Promotion
Any advertisement which appears in a newspaper, promoting that newspaper.
094A Single Unit—Any Size
094B Campaign
2–7 pieces may be submitted from work that qualifies in category 094A.
Out-Of-Home Self-Promotion
Advertising for an out of home company appearing on that company's out of home media.
095A Single Unit
095B Campaign
2–7 pieces may be submitted from work that qualifies in category 095A.
096 Advertising Industry Self- Promotion Out-Of-Home
Any advertising industry self-promotion out-of-home advertising, including outdoor boards, transit advertising and posters.
Ambient Media Self-Promotion
097 Advertising Industry Self-Promotion Ambient Media
Any advertising industry self-promotion ambient media, including guerrilla marketing, installations, and events.
Online/Interactive Self-Promotion
098 Advertising Industry Self–Promotion Online/Interactive
Single Advertising Industry Self–Promotion entries for Online/Interactive–excluding Online Film, Video & Sound, which should be entered in Category 107.
Audio/Radio Self-Promotion
Any advertisement which appears on a audio/radio station or outlet, promoting that station.
099A Single Spot—Any Length
099B Campaign
2–7 pieces may be submitted from work that qualifies in category 099A.
Television Self-Promotion
Television Self-Promotion—Local
Any advertisement which appears on a local TV station, promoting that TV station.
100A Single Spot—Any Length
100B Campaign
2–7 pieces may be submitted from work that qualifies in category 100A.
Television Self-Promotion—Regional or National
Any advertisement which appears on a regional or national TV outlet or network, promoting that TV outlet or network.
101A Single Spot—Any Length
101B Campaign
2–7 pieces may be submitted from work that qualifies in category 101A.
Film, Video & Sound
102 Advertising Industry Self–Promotion Film, Video & Sound
Any film, video or sound content created as selfpromotion material by a member of the advertising industry, regardless of the intended medium. Includes online video, television, radio, and demo reels. Single occurrence—any length.
Ad Chapter or Marketing Chapter
103 Ad Chapter or Marketing Chapter
Any advertising created by, or for, an advertising or marketing club that advances the organization's cause (membership, programs, education, awards, events, parties, etc.). All advertising and promotional materials done by, or for, an ad club can be entered only in this category.
Please Note: All advertising, marketing, or communications clubs and organizations are eligible to enter this category regardless of their AAF affiliation. For AAF clubs entering American Advertising Awards-related materials, all campaign elements should be entered in the competition year following the year they promote, regardless of usage date.
Campaign
Advertising Industry Self-Promotion Campaigns
104A Single-Medium Campaign
2–7 executions from a single medium from any advertising industry self-promotion campaign.
104B Integrated Media Campaign
An advertising industry self-promotion campaign using more than one medium. The American Advertising Awards allows entries in all Integrated Campaign categories to submit up to ten executions for judging.
Integrated Advertising Campaign entries should be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (digital).
Digital summaries must be submitted by uploading the video file during the online entry process.
Category: Political Advertising
NEW FOR 2025: Political Advertising is advertising used for advocating, fundraising, endorsement of or opposition to a candidate, political issue, referendum, ballot proposition, constitutional amendment, or political party.
Any political or issue advertising placed by a corporate entity that includes branding for a corporation must be entered in the CSR categories . All advertising must comply with federal, state, and local political advertising regulations or may be disqualified.
Political Print Collateral Material
Stationery, invitations, direct mail, packaging, newsletters, brochures, and special advertising such as t-shirts or a promotional product such as pens, bumper stickers, door hangers, etc .
105 Political Print Advertising
Any size ad placed in any print medium such as magazines and newspapers.
106 Political Out-of-Home & Ambient Media
Advertising industry self-promotion direct marketing, Posters, installations, events, outdoor boards, guerrilla marketing. Guerilla marketing entries must include proof of usage and should be accompanied by a written or digital (video) summary not to exceed 250 words or 3-minute video. Digital summaries must be submitted by uploading the video file.
107 Political Online Interactive
Websites, microsites, social media . Judging of these entries will be done online, using the digital content provided via URL or by JPEG screenshots during the online entry process.
108 Political Broadcast Television
Television ads (any length)
109 Political Audio
Radio ads (any length), podcasts
110 Political Non-Broadcast & Online Video
Internet commercials/webisodes. Entries must be submitted as an online video using its URL, not as a digital upload.
111 Political Campaign
Single medium campaign in any of the above categories consisting of 2 to 4 executions.
112 Political Integrated Campaign
A series of ads, commercials, or executions that utilize more than one medium. Up to ten executions may be submitted for judging. Integrated campaigns may be accompanied by a written or video summary not to exceed 250 words (written) or 3 minutes (video).
College
2025 Pele Awards — College Division
NMG Network and Eleven 17 Creative Student Scholarship Program will present a $1,500 cash scholarship to the 2025 Best of Show College winner.
How to Enter
- Visit PeleAwards.com.
- You will be directed to the competition site to register as an entrant
- Review the category list in this document and follow the simple drop-down menus to enter your information.
- Make sure you credit the members of your creative team, so that they will be recognized properly
- Please make sure all fields are accurate.
- Submission of entries acknowledges the right of the AAF and the Pele Awards to use them for publication, exhibition and or marketing of the American Advertising Awards and Pele Awards competition and show.
Deadline
- Call for Entries— November 1, 2024 – March 1, 2025
- All entries must be entered online by 11:59pm Hawaii Standard time
- All entries must be entered and uploaded (no exceptions)
- 100% Online Submission – no entry envelopes or hard copy entry submissions
- Entry Payment—Friday, March 7, 2025
- Pay online via credit card when entering
- Or pay by check, cash or School Purchase Order
- HonBlue, 501 Sumner St, #3B1
Honolulu, HI 96817
OR TO
- The Pele Awards, PO Box 30969
Honolulu, HI 96820
Student Auto-Forwarding
All Pele Gold winning work will be forwarded to the American Advertising Awards National competition at no additional cost to the student entrant. Silver winning work may be advanced to the National competition, but the entrant is responsible for paying the applicable entry fee.
Judging Procedures
Judging will be conducted in accordance with the guidelines found on the AAF website. Decisions of judges and the National American Advertising Awards Committee (N3AC), including eligibility, qualifications, and appropriate category placements, are final.
Eligibility Requirements
- Applicants must be enrolled in an accredited U.S. post-secondary educational institution.
- All worked entered into the competition must have been created between January 1 and December 31, 2024.
- Work may be developed specifically for this competition or submitted from previous projects or competitions.
- Work must be created while entrant is a student not employed in the advertising industry.
- Student intern work is eligible if it is not used by or paid for by a client.
- Work developed for paying clients will not be accepted.
- Entries may be entered into only one local American Advertising Awards competition, which is determined by the location of the school at which the work was created.
- Recent graduates are eligible to enter as long as the entry was created while the entrant was a student.
Invoice/Manifest Form
After filling out the entry forms, you will be required to sign an Invoice/Manifest Form, listing all of your entries. This form states that by signing below you:
- Verify that the above information is accurate.
- Acknowledge that proper rights were obtained for use of any elements of the entry that were not original.
- Agree to submit documentation deemed necessary for review.
- Release the entry for broadcast and/or print (allow reuse of material).
- Verify that the entry was created within the Hawaii Market.
Entry Fees
- College Division
$20 = per entry for single or campaign
All Entries Must
- Meet all eligibility and deadline requirements.
- Be entered in the correct category and be correctly identified.
- Conform to defined submission requirements.
- Conform to all copyright laws.
Category: Sales & Marketing
NOTE: All entries must be uploaded during the online entry process. Judging will be done online, using the digital content provided during the online entry process.
Sales Promotion
Product or Service Sales Promotion
Printed promotional materials for products and services whose distribution comes from means other than traditional mass media.
S01A Packaging
All product packaging: 1–4 pieces may be submitted.
S01B Point of Purchase
Promotional advertising or display unit that attends the product or service at the specific sale location.
Collateral Material
S02 Stationery Package—Single or Multiple Pieces
Stationery entries in this category may contain one or more pieces of letterhead, envelope and/or business cards.
S03 Printed Annual Report or Brochure
An annual report is a yearly communications piece, usually with financial data, intended primarily for stockholders or members as a statement or record of a company's or organization's annual performance or status.
A brochure is a multiple page/panel piece (usually bound/folded) that advertises, presents and/or describes the advantages, capabilities, worth and/or reasons to buy a product or service.
Digital annual reports or brochures should be entered in category S17–Digital Publications.
S04 Special Event Materials (invitations, announcements, cards, etc.)
Promotional and/or informational items, usually relating to a specific event/affair at a given location, date, time, etc.
Publication Design
Layout and design of the interior and/or exterior of a magazine or book.
S05A Cover
Layout and design of the front exterior of a magazine or book.
S05B Editorial Spread or Feature
One editorial spread or feature per entry. Not intended for submission of entire book or magazine.
S05C Cover/Editorial Spread or Feature—Series
2–7 covers pieces may be submitted from work that qualifies in categories S05A and/or S05B.
S05D Magazine Design
Entire magazine design from cover-to-cover.
S05E Book Design
Entire book design from cover-to-cover.
Direct Marketing
S06 Direct Marketing
Anything that is created to be mailed via USPS or delivered via special courier (private, FedEx, etc.) with the purpose of eliciting, provoking or effecting a consumer reaction (response card, phone number to call, order form, sale/event dates, etc.). Category includes Specialty Marketing (promotional products with advertising messages that are created to promote a company, corporate image brand or event) and Apparel (clothing and/or promotional apparel with an advertising message such as shirts, caps and jackets).
Category: Print Advertising
NOTE: All entries must be uploaded during the online entry process. Judging will be done online, using the digital content provided during the online entry process.
Magazine Advertising
Advertising created to appear in periodic (annually, biannually, quarterly, monthly, weekly etc.) publications.
Magazine Advertising
S07A Single (Full Page or Less)
S07B Campaign
2–7 of the above
Newspaper Advertising
Advertising created to run in publications whose primary purpose is to inform the public about current events or issues on a daily or weekly schedule.
Newspaper Advertising
S08A Single (Full Page or Less)
S08B Campaign
2–7 of the above
Category: Out–of–Home & Ambient Media
NOTE: All entries must be uploaded during the online entry process. Judging will be done online, using the digital content provided during the online entry process.
Out-Of-Home
Poster
A single sheet, advertising or promotional piece intended for mounting and display for a product, service or event. Does not include point-of-purchase materials, nor any outdoor signage.
S09A Single
S09B Campaign
2–7 executions from category S09A.
Outdoor & Transit Advertising
A single sheet, advertising or promotional piece intended for mounting and display for a product, service or event.
S10A Outdoor Board (Flat or 3D)
The outdoor display of advertising messages, notices or events, commonly associated with standardized wooden or metal structures, that are delivered to mass (outdoor) audiences on sidewalks, streets, roadways, etc.
S10B Mass Transit (Interior or Exterior)
Advertising placed on the interior or exterior surface of any vehicle, including public transit, corporate vehicles etc. Bus wraps, and all other exterior vehicle signage, as well as bus shelter ads should be entered here.
S10C Site
Interior or exterior signage that is restricted to public venues such as malls, airports, train/bus stations, places of business, stadiums, arenas, etc. Does not include posters described in category 09, or signage in the outdoor or transit categories but would include murals.
S10D Campaign
2–7 executions from categories S10A, S10B, and or S10C.
Ambient Media
Guerilla Marketing, Installations and Events
Formerly known as a form of “non-traditional advertising” guerrilla marketing is an unconventional way of performing advertising and/or promotional activities. Guerrilla Marketing entries must be accompanied by proof of usage. Installations are the design and build-out of temporary or permanent branded environment. Examples might include kiosk, art exhibition, trade show exhibit or retail store.
Events: event execution (not architecture—see Installation).
Entries in this category should be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (video). Digital summaries must be submitted by uploading the video file via the American Advertising Awards online entry software.
S11A Single Occurrence or Installation
S11B Campaign
2–7 executions from category S11A.
Category: Online/Interactive
NOTE: All entries must be uploaded during the online entry process. Judging will be done online, using the digital content provided during the online entry process.
Websites
S12 Website (Desktop or Mobile)
Social Media
S13A Single Execution
Creative execution of brand advertising, marketing and/or promotion that appeared in social media. The same execution may have appeared on one or multiple platforms or in carousel, but only one entry is required.
S13B Multiple Platforms—Campaign
2–7 execution from category S13A.
Apps
Apps must advertise a product or service. A digital summary of 3 minutes or less which demonstrates the functionality and design of the app must be provided. This should be entered as a digital (video) upload and will be used to judge the entry.
S14 App (Mobile or Web-Based)
Advertising & Promotion
S15A Web Banner Ads or Website Takeovers
Static or Animated web banner ads regardless of size.
S15B Campaign
2–7 executions from category S15A.
Blogs & Digital Publications
S16 Blogs
Eligible blog content must support a brand or advertise a product or service.
S17 Digital Publications
Online publication (single or multiple occurrence) in support of a brand, such as annual reports, magazines, newsletters or books.
Category: Film, Video & Sound
NOTE: All entries must be uploaded during the online entry process. Judging will be done online, using the digital content provided during the online entry process.
Audio/Radio Advertising
S18A Single
S18B Campaign
2–7 executions from category S18A
Television Advertising
S19A Single
S19B Campaign
2–7 executions from category S19A
Category: Cross Platform
NOTE: All entries must be uploaded during the online entry process. Judging will be done online, using the digital content provided during the online entry process.
Integrated Campaigns
An integrated campaign is defined as a campaign or series of ads, commercials or executions that utilize more than one medium. The American Advertising Awards allows entries in all Integrated Campaign categories to submit up to 10 executions for judging. Integrated Campaign entries may be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes or less (digital). Digital summaries must be submitted by uploading the video file during the online entry process.
Failure to adhere to these limitations may result in a portion or all of the offending entry to be removed from judging.
Integrated Advertising Campaign
S20 B to-B Campaign
S21 Consumer Campaign
2–7 execution from category S21A
Integrated Brand Identity Campaign
S22A Single Mediums
S22B Campaign Multiple Mediums
2–7 execution from category S22A
Category: Elements of Advertising
NOTE: Judging of these entries will be done using the digital content provided via URL or uploaded during the online entry process.
Collateral Materials
S23 Copywriting
Copywriting for any advertising medium.
Visual
S24A Logo Design
An icon, symbol, or trademark designed to represent a product, service, or organization. Entrant may submit a brief description of the client company and its purpose (max. 50 words) to help the judges understand the logo design objective.
S24B Typeface Design
Designs that reflect exceptional use of new original typeface, calligraphy, hand-lettering, etc. as the primary element of advertising.
Illustration
Flat, dimensional, or animated illustration, any number of colors.
S25A Single
S25B Campaign
2–7 execution from category S25A.
Still Photography
S26A Black & White
S26B Color, Single
S26C Digitally Enhanced, Single
Photographic images whose content has been digitally altered to create a new image (often creating an image not possible using traditional photo techniques). Utilitarian photo retouching, color correcting or photo editing alone does not qualify an image for this category. A sample of the original photo(s) MUST be supplied for proper judging.
S26D Campaign
2–7 execution from categories S26A–S26C.
Art Direction
Art direction for any advertising medium.
S27A Single
S27B Campaign
2–7 execution from category S27A.
Film, Video & Sound
Cinematography
Cinematography is defined as the art and process of creating motion picture images including considerations of lighting, photography, camera movement and angle. Cinematography for any motion picture project that qualifies as advertising may be considered eligible, regardless of the method of distribution.
S28A Single
S28B Campaign
2–7 execution from category S28A.
S29 Animation or Special Effects
2D or 3D visual effects, regardless of the creative method for any motion picture project that qualifies as advertising may be considered eligible, regardless of the method of distribution.
Music and Sound Design
Music only: Any original musical score with lyrics which was recorded primarily for use in any advertising. Does not include music intended for purchase including music in music videos. Music with Lyrics: any original music with sung or spoken lyrics, created/composed expressly for advertising. Syndicated materials, including “re-sing” jingles and library music, are not eligible for entry. Sound design: Any combination of non-musical elements, sound effects, ambience and other sonic devices incorporated into a film or video presentation, television commercial or radio commercial to enhance the mood and/or message.
S30A Single
S30B Campaign
2–7 execution from category S30A.
Digital Creative Technology
S31 Digital Creative Technology
This category recognizes achievement in the creative use of tools, features, technology and overall design of websites, games and apps in the areas of user navigation, responsive design, location technology, augmented reality, mobile interaction and user experience.
Artificial Intelligence
Use of AI as a creative tool for copywriting and other creative elements of an advertisement.
S32A Copywriting – Single
S32B Copywriting – Campaign
2–7 execution from category S32A.
S32C Creative Element – Single
S32D Creative Element – Campaign
2–7 execution from category S32A.
Thanks a bunch!
