Platin Bildende Kunst · 2021
The Book That Grew Weideleitfaden
- A' Design Award in Platin 2021 in Bildende Kunst
- CLIENT: Rothco, part of Accenture Interactive
- Estimated Number of Design Views: 303,234
- Verification code 9B9200494B · Verify this award
Colors
About The Book That Grew Weideleitfaden
„The Book That Grew“ ist ein Weideleitfaden für Landwirte in Irland. Das Buch vermittelt zehn Lektionen und zehn praktische Ratschläge, die Nachhaltigkeit und Rentabilität verbessern sollen. Die zehn Schritte führen Landwirte zu zehn Weiderotationen pro Jahr und einem Ertrag von zehn Tonnen Gras pro Hektar. Jede Seite, jedes Wort und jedes Diagramm wurde von lebenden Graswurzeln geformt, die über einen Wachstumszeitraum von mehreren Wochen entlang von Kanälen gelenkt wurden. Komplexe landwirtschaftliche Abläufe werden durch eigens entworfene Symbole erklärt, und eine ausklappbare Seite enthält die Symbollegende.
About the A' Design Award in Platin
The Book That Grew Weideleitfaden ist Gewinner des A' Design Award in Platin, einer überaus prestigeträchtigen Anerkennung für wahrhaft außergewöhnliche, elegante und prachtvolle Designs. Platin-Gewinner sind Wunderwerke der Schöpfung, Zeugnisse der Grenzen intellektueller Kreativität und zeigen die unübertroffene Professionalität und Genialität ihrer Designer. Von diesen Designs wird erwartet, dass sie die renommiertesten Werke sind, die die Ästhetik einer Epoche prägen, zum Wohlergehen der Gesellschaft beitragen und die Grenzen von Kunst, Wissenschaft, Design und Technologie voranbringen. The Book That Grew Weideleitfaden weist ein transzendentes Maß an Exzellenz auf und macht die Welt mit seinen vorteilhaften und wertvollen Eigenschaften unmissverständlich zu einem besseren Ort. The Book That Grew Weideleitfaden ist ein mit dem A' Design Award in Platin prämiertes Werk, das Wünsche weckt, inspiriert, begeistert, erfreut und große Freude entfacht.
Press Kit
- Unique Properties
- This one-of-a-kind book contains 10 tangible lessons and 10 pieces of practical advice designed to help maximize sustainability and increase profitability. These 10 steps enable farmers to achieve a 'perfect' 10 rotations of grass grazing per year, and produce 10 tons of grass per hectare - a truly powerful number that will massively improve the sustainability of even the most efficient farm.
- Dimensions & Packaging
- Book closed: A3 - 29.7 x 42cm
Book open: A2 - 59.4 x 42cm - Tags
- book, design, Ireland, grass, farming, bank
- Production Technology
- We used grass to grow a book. This is a genuine world first - with each page, each word, and each diagram shaped by real grass roots as they grew. Manipulated by a unique fusion of gardening and meticulous craft, the 'printing process' was fulfilled by nature itself - shaping the grass roots into legible symbols over a growth period of several weeks.
- Design Challenge
- This is a book that has completely come from grass itself. Designing for a root-based 'printing process' presented many challenges unique to this project. Every element from words to symbols to borders had to be inter-connected by channels for the roots to navigate. Complex farming processes were compressed into a bite-sized visual language of bespoke symbols, with the design of each individual glyph informed by the action or process it represented. A unique fold-out page allowed the reader quickly reference the symbol key while reading.
- Research
- The first step was to analyse the latest government reports and agricultural studies to identify the key areas of inefficiency in farming. Using the latest research and data on sustainability we isolated the 10 most effective methods of reducing emissions relevant to our target audience of Irish farmers. The application of each step was assigned a specific percentage of carbon savings, giving clear targets for farmers to reach, and a clear result that would translate into profitability through reaching these targets.
- Inspiration
- The roots of Ireland's economy are in agriculture, but if farming is to survive, it must become more sustainable. AIB, Ireland's largest bank for farmers, in partnership with Teagasc - the Irish Agriculture and Food Development Authority - wanted to enable farmers to maximize sustainability, by changing how they see our greatest resource: grass.
- Project Duration
- From October 2018 to May 2019, in Dublin and Amsterdam.
- Operation Flow
- Not only does this book lay out a practical plan of action, it symbolises the power of our natural resources. When grass is managed correctly, it can work wonders.
- Image Credits
- Photographer: Diana Scherer
Filmmaker: Jake Viramontez
