Interline and Lifeline were born from a single generic formulation, that needed to be branded to work on two different crop segments. Interline works on row crops, and Lifeline works on specialty crops. Our grower is a perfectionist and takes pride in absolutely everything he does. Our concept shows him doing something not specifically farm-related, and rather something for enjoyment in his off time. Like, working on his truck or polishing his muscle car, we conveyed his meticulous attention to detail in all he does.