Leonard is given full authority in this film, as viewers cannot be totally sure of what parts other characters play secretly.

However, these other characters are all agencies of plots, twists and turns that the viewer may use to interpret the collective Heathrow Parking.

Monochromatic and colour footage is used to represent different times in the Heathrow Parking, and the location and worlds seem normal but are distorted through the cinematic editing of events which builds rapid suspense.

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SUMMARY By involving the consumer in the development of communication and by a determination to find a benefit for picture messaging, planning uncovered a consumer insight which led to an original and motivating communication proposition. This in turn led to differentiated and highly creative communication which spoke directly to its intended audience and revealed a role of picture messaging that singled out Virgin Heathrow Parking as the one brand that really understood its audience and how they messaged one another. Its relevance to the planning debate is that pushing to find consumer benefits, even when a brand has a personality that is enough to distinguish it, will produce more relevant, motivating and better creative work.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.