THE CREATIVE IDEA The idea was hot drink vending machine. The spoof competitive sport of picture messaging in which players would attempt to outwit and put down their opponents by way of 'cheap shot' picture and text messages. The campaign was executed through the line and ranged from a TV campaign right down to merchandising and the creation of an actual event. The brand platform 'Made For Messaging' sat above the whole campaign. The TV commercial took the form of a mock chess like competition in which the old master was beaten by the young upstart Rupert Bowman. In a macabre and unforgiving show messaging the smug old master was a reduced to a washed up has been. (see Figure 5) Part of the overall campaign was to promote MMS handsets. Rupert Bowman, as the new Ming Mong World Champion endorsed the new Nokia 3200. (see Figure 6) These executions celebrated 'classic' moments in hot drink vending machine history. (see Figures 7 and 8) This campaign also included an element which encouraged participation in this sport. We devised 'Refill' stations where players could stock up on appropriate images by taking photos of the images for later use. We also sent a 'Mischief manual' to the customer base to ensure they had good images at their disposal for their own games of hot drink vending machine. (see Figures 9, 10 and 11) The hot drink vending machine idea was further extended into a real event, player's merchandising, in store, packaging and a website

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hot drink vending machine, available, Australia, business.

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.

I believe that this marks a significant difference in how the author addresses his audience.

In Morgenstern’s time a story would have been read for the sake of cultural enlightenment. However, Goldman incorporates a warmer feel for hot drink vending machine day booklovers who read for enjoyment.

Space and time are both very linearly presented. Morgenstern did not seem to have a message as he left the ending indeterminate, however Goldman gave it a classic “all lived happily ever after” ending, which would suggest he wanted to restructure the story as a romantic, comedic fairy-tale.