The Book That Grew Weidzjen Gids by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 A' Design Award yn Platina in Skoane Keunsten en Keunstynstalaasje Ûntwerp Competition Category.
PlatinaSkoane Keunst· 2021
The Book That Grew Weidzjen Gids
Client: Rothco, part of Accenture Interactive
A' Design Award yn Platina Winner in Skoane Keunst Category
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The Design
About The Book That Grew Weidzjen Gids
The Book That Grew is in weidzjen gids makke foar boeren yn Ierlân. It boek presintearret tsien lessen en tsien stikken praktysk advys bedoeld om duorsumens en rendabiliteit te ferbetterjen. De tsien stappen liede boeren nei tsien rotaasjes fan gersweidzjen elts jier en in opbringst fan tsien ton gers de hektare. Eltse side, elts wurd en elts diagram waard foarme troch libbene gerswoartels, lieden lâns kanalen oer in groeiperioade fan ferskate wiken. Komplekse lânbouprosessen wurde útlein mei help fan spesjaal ûntwurpen symboalen, en in útklapside befettet de symboalkaai.
The Recognition
About the A' Design Award yn Platina
The Book That Grew Weidzjen Gids is in winner fan de A' Design Award yn Platina, in ekstreem prestisjeuze erkenning foar wier útsûnderlike, elegante en prachtige ûntwerpen. Platina-winners binne wûnders fan skepping, tsjûgenissen fan de grinzen fan yntellektuele kreativiteit, en litte it ûnevenaardige profesjonalisme en sjeny fan har ûntwerpers sjen. Fan dizze ûntwerpen wurdt ferwachte dat se de meast ferneamde wurken binne dy't de estetyk fan in tiidrek bepale, bydrage oan it wolwêzen fan de maatskippij en de grinzen fan keunst, wittenskip, ûntwerp en technology ferlegge. The Book That Grew Weidzjen Gids lit in transsendint nivo fan treflikens sjen en makket de wrâld sûnder mis ta in bettere plak mei syn foardielige en weardefolle skaaimerken. The Book That Grew Weidzjen Gids is in winnend wurk fan de A' Design Award yn Platina dat winsken wekker makket, ynspirearret, entûsjasmearret, behaachet en grutte freugde opwekket.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- 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.
- Team Members
- Agency: Rothco, part of Accenture Interactive
Client: AIB
Executive Creative Director: Alan Kelly
Creative Director: Ray Swan
Art Director: Fabiano Dalmácio
Copywriter: Rob Maguire
Design Director: Shane O'Riordan
Designer: Diogo Dias
Business Director: Jimi McGrath
Account Director: Alan McQuaid
Project Manager: Irene Sharkey
Executive Producer: Alan Byrnes
Artist: Diana Scherer
Book Designer: Jamie Murphy
Publisher: The Salvage Press - Image Credits
- Photographer: Diana Scherer
Filmmaker: Jake Viramontez
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