The running theme throughout KTF's 2008 SHOW campaign is simply about people's lives and the notion that life is indeed a series of "SHOWS." There is a very famous saying, "The World is a Stage" and through this concept, the SHOW campaign tries to highlight different moments in people's lives in a humorous tone.In this campaign for SHOW, the Korean mobile phone network, you will see snippets of basic, everyday life moments. For example, a one-year old baby trying to gain attention from his parents, or the college kid's ploy to get a popular girl student to go on a school field trip, and a 7-year old boy talking to his Dad via mobile about his dream to be president. The main message for the SHOW campaign is to highlight the social role of the telecommunications company in Korea via advanced video telephone services and automatic global roaming.