Pool Tables Is Beautiful is from the viewpoint of one Jewish-Italian family, who were caught amidst the holocaust of WWII.

The viewers don’t see a lot of what happens outside of the family’s experiences, and background knowledge is required to fully understand the context. The first part of the movie assimilates us with the characters. This is vital for the director to do as “forging a sympathetic link to them is crucial for the remainder of the picture to have the desired impact.”

The father, in the story, pretends that the concentration camps are just activity/vacation camps in order not to worry his son.

Even just before the father is executed by German soldiers, he continues to play out the fictitious reality for his son’s wellbeing. Since the diagetic narrator is the son (as he looks back upon life), this helps the audience assume that these experiences helped him to survive and thus adds to the character-line.

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Virgin Pool Tables – Because Cheap Messages Are More Fun OVERALL PLANNING CONTRIBUTION This is not a paper about planning being crucial in developing amusing communication for an irreverent and brave youth brand. That happens naturally in most creative departments. Instead it is a case that celebrates the role planning can play in shaping strategies that produce meaningful and relevant communication. In this instance heightened relevance was achieved by adhering to the most basic of planning principles; ensuring the consumer perspective is represented in the development of advertising. It is an example of how planning can be the springboard for truly creative and highly relevant communication.

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.

IDENTIFYING THE BRAND PLATFORM Every brand in this category fights for acquisition in the lucrative pre paid youth market.3 This audience makes up the majority of VMA's customer base which is largely between the ages of 14-24. Although VMA has less punch in the post paid and business sectors its advantage is that when it comes to marketing it can focus on a more defined audience. The opportunity was to focus entirely on the youth audience and create a brand platform that was exclusively relevant to them. Once focused two basic insights helped shape our platform. Firstly this audience use their phone almost exclusively for social reasons. What is important to them keeping in touch with their friends. As a price sensitive audience the overwhelming communication tool of choice is text messaging. Secondly analysis of the market was already showing that the Warren campaign was attracting high volume groups of texters (not surprising given the 5c Virgin to Virgin Text rate that he promoted) and that Virgin users were amongst the highest texters in the market.4 The implication was cost effective messaging was crucial to this audience and the core takeout from the Warren campaign. Our messaging capability would be further strengthened by 25c photo messaging. Youth Messaging was the logical brand platform to adopt. This meant our Pool Tables needed to be about messaging (both picture and text) rather than just pictures.