The concept for this campaign was to illustrate the many ways in which Muntajat makes life better for people all over the world. The body copy was part of the company's existing branding and was my guide for creating the descriptions. 

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Body copy: It starts with our world-class products, strategic leadership and amazing employees. Every day, our fertilisers, polymers and chemicals help people in more than 120 countries live safer, healthier and more fulfilling lives. Because before a product reaches customers around the world; before it’s integrated into leading medical, pharmaceutical and biological products; before it goes on to impact millions of lives… it all starts here.

Wiring:

Before it brings light to a young family’s new home

Before it’s threaded through ceilings and walls

Before it lays neatly coiled on a spool.

Paint:

Before it transforms a young couple’s new home

Before it’s applied in careful strokes

Before it’s mixed to make just the right hue.

Artificial heart:

Before it pulses and surges with life

Before a skilled surgeon installs it with care

Before it brings hope to a patient in need.

Rocket ship:

Before it explores the far reaches of space

Before it breaches the atmosphere

Before it’s dreamed up by bright engineers.

Irrigation system:

Before it brings life to a brilliant green field

Before it nourishes thirsty roots

Before its pipes stretch in parallel lines.

Mars rover:

Before it expands our knowledge of Mars

Before it explores vast, rocky craters

Before it first leaves a NASA laboratory.

Helicopter:

Before it delivers a patient to safety

Before it cuts through the morning sky

Before its rotors and engine are fitted.

Cosmetics:

Before you leave, ready to face a new day

Before you apply a perfect pink pout

Before it’s packaged in glossy gold tubes.

Material:

Before it becomes your favourite shirt

Before it lays wound in colourful bolts

Before it acquires its vibrant shade.

Guitar:

Before the song that won her over

Before the lessons to learn how to play it

Before it is fashioned and strung by a craftsman.

Cupcakes:

Before it’s topped with an icing rosette

Before the cake rises, soft and tender

Before the batter is mixed in the perfect proportions.

Holi dyes:

Before it brings laughter to family and friends

Before it coats everything with rainbow colours

Before the first volley of powder is thrown.

Strawberries:

Before the sweet burst of flavour first hits your tongue

Before it beckons you from the grocery display

Before the white flower gives way to a fruit.

Veggie burger:

Before the first mouth-watering bite

Before they’re blended with grains and spices

Before they’re pulled from the dark, rich earth.