hawthorne direct Takes Home the Gold in the 10th Anniversary International ASTRID Awards Competition

Fairfield, IA - hawthorne direct, the direct response TV advertising agency, was recently recognized by the New York, NY based 10th Anniversary International ASTRID Awards competition with the Gold International ASTRID Award for the "Behind the Seas" infomercial for the U.S. Navy (produced by hawthorne direct in association with Rapp Collins Worldwide). hawthorne direct was also named a Finalist in the International ASTRID Awards competition for the "Grand Adventures" infomercial for Nikon U.S.A. (produced by hawthorne direct).

"We are incredibly pleased to receive this recognition from the International ASTRID Awards," said Timothy R. Hawthorne, chairman and executive creative director of hawthorne direct. "We look forward to many future successes of both our long and short form productions."

"Behind the Seas" Show Description:

What is it like to bring an FA-18 in for landing? Or to sit behind the wheel of a two thousand-ton submarine or to be a member of the elite defensive force the S.E.A.L.S.? The U.S. Navy action packed infomercial takes viewers behind the seas on a voyage to discover what life in the Navy is really like.

The infomercial answers real questions...What is day-to-day life like? What else is there to do besides military work? Is there any time to play? Real enlistees describe their workday, their time off, what they like and don't like about the Navy...adding to this unique commercial campaign.

The target audience is predominately male at about 90%, ages 18 to 34, with an educational level of high school plus. The purpose is to generate interest in what the Navy can do for the enlistee. Four years in the Navy can provide income, college credits and invaluable life lessons.

"Grand Adventures" Show Description:

"Grand Adventures" is an elegant documercial style travelogue designed to maintain the quality image of Nikon, while introducing two new cameras.

What happens when 20 cameras are given to 20 amateur photographers on a Grand Princess Mediterranean cruise? The amateur photographers discover that Nikon, which has an impeccable image for professional cameras, now has the S series; simple, lightweight, easy to use cameras for non-professionals.

Set in the romantic environs of Venice, Florence, the ruins of Pompeii, the Isle of Capri, Monte Carlo and Barcelona - infomercial viewers discover that spectacular pictures can be taken with the Nikon S series cameras that will give them incredible memories for a lifetime.

The target audience of Nikon's "Grand Adventures" are both male and female, ranging from young adult to senior citizen. The Nikon campaign goal is to generate interest in the new 'S Series' cameras.

The International ASTRID 2000 Awards are presented by the International Academy of Communications Arts & Sciences. The winners of the 10th annual competition were selected by panels of judges, totaling over 45 professionals. Judging was carried out by leading designers, art directors, and graphic artists from across the United States, Canada, South Africa and the United Kingdom.

"The ASTRID 2000 Awards received over 340 entries from 13 countries," stated Reni L. Witt, president of MerComm, Inc., which sponsors the competition. "The winners can be very proud. Their work symbolizes the stellar qualities of creativity, craft, innovation and originality in design. They are the best in the world."

hawthorne direct is a full-service direct response advertising agency, specializing in creative and production, long and short form media buying, telemarketing/fulfillment management and integrated marketing.