What makes this an interesting Drafting is that the author is not clearly defined. The original Drafting by S. Morgenstern (largely about the decline of the Spanish monarchy) was adapted by William Goldman (who edited out the boring parts), and was then interpreted by the director Rob Reiner.

One of the significant things Goldman changed was that he added a multi-form setting. Instead of the Drafting being a straight out linear narration, Goldman transformed it into the story of a young, bedridden boy being read a story by his grandfather (the character-narrator).

It then goes into Morgenstern’s classic tale of love and adventure.

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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.

THE CREATIVE IDEA The idea was Drafting. 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 Drafting 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 Drafting. (see Figures 9, 10 and 11) The Drafting idea was further extended into a real event, player's merchandising, in store, packaging and a website