hawthorne direct receives Iowa Motion Picture Association Merit Award

FOR IMMEDIATE RELEASE

Fairfield, IA - hawthorne direct, the direct response TV advertising agency, recently received the Iowa Motion Picture Association Award of Achievement in the documentary category for “WorldTeach:  An Extraordinary Journey”, and both Quick Shine (:120-second short form commercial) and Franklin’s “The Wheel” (28:30 infomercial) won the Award of Achievement in the corporate and community marketing category."It is wonderful to receive recognition from Iowa, the home of our head office," said Timothy R. Hawthorne, chairman and executive creative director of hawthorne direct.  “We appreciate the recognition and look forward to sharing our works in the future with the Iowa Motion Picture Association.” 

WorldTeach
 

Program Objective:

WorldTeach is a small, private, non-profit organization placing volunteer teachers in developing countries to live and work as English, computer and environmental studies instructors. With only 250 volunteers and a full-time staff of less than a dozen, WorldTeach is typically under-funded, with limited means of recruiting new volunteers and raising grant money. Through its emotional and personal portrayal of how WorldTeach touches the lives of volunteers and indigents, Tim and Laya Hawthorne’s documentary fulfills its purpose of motivating prospective volunteers to sign up and generating contributions from foundations and individuals. 

Synopsis:

Tim and Laya Hawthorne, a husband and wife team, produced, directed, shot, wrote, edited and self-funded this documentary/promotional video for WorldTeach, a 15-year old, non-profit volunteer organization located in Cambridge, Massachusetts. As a 2-person crew, Tim and Laya took two months off from their jobs (he’s in television advertising; she’s in dance/movement instruction), flew around the world (over 35,000 miles and 30 flights) traveling to Costa Rica, Ecuador, Galapagos, Namibia and China to document the activities, thoughts, hopes and dreams of American volunteers teaching English in Third World countries. Over 40 hours of tape were shot with a Sony DV Cam. The resulting 54 minute video was presented as a gift to WorldTeach for purposes of fund raising and recruiting new volunteers at colleges and universities throughout the USA. As a small, non-profit organization (about 350 volunteers yearly) with limited financial resources; WorldTeach was overjoyed to receive such a powerful, professionally produced recruiting and fundraising tool. Helen Claire Sievers, WorldTeach Executive Director, said, “Please know that you have made a major impact on what is a very fine program that continues to promote peace and understanding between peoples, as they help children around the world to gain the skills they will need to provide for themselves richer lives.” 

Holloway House’s Quick Shine
 

Quick Shine gives floors an instant, mirror-like gloss. It is a premium product from Holloway House, the 40-year-old professional floor care and wood care company. Quick Shine is developed from advanced polymer technology and specifically formulated for gloss and durability in high traffic areas. Not a wax, it protects and shines vinyl, laminate, marble, linoleum, sealed wood floors and most other hard surface flooring. It's easy to use - simply squirt and spread with disposable, dry sweeper sheets or dry mop pads - you won't need a bucket or any buffing. It repels ground-in dirt and scuff marks. Customers love it. "Don't just clean it, Quick Shine it!" 

 Quick Shine, a high-quality professional floor care product - developed for industrial use and now available to the consumer.  Quick Shine solves common problems that people encounter when caring for their floors. Quick Shine provides an instant mirror-like gloss that is more brilliant and lasts longer than any other floor shine product on the market. Quick Shine offers superior cleaning and shining features and benefits of this unique floor product and motivates viewers to order the product directly over television. 

The creative objective was to show a dramatic transformation from scuffed, worn floors into beautifully shining floors.  The marketing objective was to launch a successful DRTV campaign as well as drive retail sales and to make the name Holloway House a household word. 

 Quick Shine was targeted towards all women that care for their floors with no particular age range in mind. 

The Franklin “Wheel”

The Franklin "Wheel" cooking appliance is a revolutionary combination rotisserie, grill and broiler that cooks steaks, chops, fish, chicken, hot dogs, hamburgers and vegetables to perfection in half the time of a standard rotisserie yet takes up one third the counter space. It saves time and supports a healthy lifestyle due to its capability of draining off fat and grease.

The marketing objective was to profitably direct sell the unit via Direct Response TV advertising for a period of 9 months while simultaneously establishing the Betty Crocker small appliance brand. With this proven DRTV sales base, the product would easily find shelf space at mass merchandisers such as Wal-Mart and Target and develop a long term sales life at retail.

hawthorne direct’s creative solution was to create an entertaining half hour commercial that showcased all of the many “Wheel” features and benefits while asking for a direct-from-TV order. Lise Simms and Beau Rials, two proven product spokespersons, hosted the program that demonstrated the many delicious and quick dishes the “Wheel” can cook.  

The Iowa Motion Picture Association Awards are designed to recognize outstanding individuals and companies in the film and video industries who have achieved the ability to captivate their audience via a unique form.  Those entries garnering awards were selected by how well they accomplished their objective and on creative and production elements relative to their category. 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.  For more information see www.hawthornedirect.com.