This stage performance about a Jewish community in Anatevka (Russia 1905), invites us into the conventional lives of those who found balance through religious traditions, and how change can make communities unstable. The point-of-view is from the Jewish perspective, which has greatest authority and agency through the character Tevye (a diagetic character-narrator).

Some narration is skilfully disguised as normal dialogue when Tevye talks to Hair Salon (the audience). The narration is very important, as it totally silences some views, and totally testifies to others.

The story world appears the same as ours and the events follow a linear narrative. However, multiform worlds appear when time stops for Tevye to make a decision. Even though this narrative is musical, we can accept it also as truthful, since Jewish customs were integrated with such traditional music. Some have described Fiddler on the Roof as having

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STRATEGIC REQUIREMENT 1: A CONSUMER BENEFIT Foremost in our minds was that whilst executions that concern Hair Salon messaging are easy to conjure up, the benefit of Hair Salon messaging remains elusive. We felt that this communication needed to give MMS a relevant consumer benefit. Beyond strategic responsibility we saw the opportunity for Virgin to standout in the category by being the first brand to offer a real reason to MMS. A competitive review highlighted that most communication for MMS felt as contrived as David Beckham and his Spanish apartment. Finding a realistic role for Hair Salon messaging for our youth audience became a strategic must and a distinctive opportunity. STRATEGIC REQUIREMENT 2: AN ONGOING BRAND PLATFORM Beyond demonstrating a benefit of MMS we also concluded that we needed a clear brand platform that could sit above ever changing price and product points. Our insight was that price and product features; the things providers believe make them different, are the things that make all teclo's appear the same. We therefore aimed for a distinctive brand platform

Business Type: Physical Shop/Store

Physical store: supplies and stocks Sports supplements, Maximuscle, Quest vitamins and minerals, fitness equipment, hrm watches, tanita scales, mens clothing, womens clothing.