The Book That Grew Amnir n Uksas by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 Tarbaḥt A' Design Award n Lplatin in Afeṣṣel n Teẓuri Tafessast d Usbeddi n Teẓuri Competition Category.
LplatinTaẓuri Tafessast· 2021
The Book That Grew Amnir n Uksas
Client: Rothco, part of Accenture Interactive
Tarbaḥt A' Design Award n Lplatin Winner in Taẓuri Tafessast Category
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Verify Award Status for #122969The Design
About The Book That Grew Amnir n Uksas
Adlis-nni i Yemɣin d amnir n uksas yettwaxedmen i yifellaḥen n Irland. Adlis yesken-d mraw n temsirin akked mraw n iwellihen imellilen iswi-nsen d asnerni n tezmert tunẓibt akked lfayda. Mraw n tsurifin-agi nehhunt ifellaḥen ɣer mraw n tuzzyiwin n uksas n leḥcic deg useggas akked lɣella n mraw n itunen n leḥcic i yal iktar. Yal asebter, yal awal d yal unuɣ ttwaseggmen s iẓuran n leḥcic idren, i yettwanehren deg iberdan ɣef tallit n temɣi n ddeqs n dduṛtat. Ikala ifellaḥen iwaɛren ttwasegzayen s izamulen imaynuten yettwaxedmen s wudem uslig, yerna asebter yettwannḍen yewwi-d tasarut n izamulen.
The Recognition
About the Tarbaḥt A' Design Award n Lplatin
The Book That Grew Amnir n Uksas d amerbaḥ n Tarbaḥt A' Design Award n Lplatin, tagmat ɛlayen i yisnulfa yesɛan tmahilt ur nesɛi amgarad. Imerbaḥen n Lplatin ttbanen d timusniwin n tezmert n yimahilen-nsen. The Book That Grew Amnir n Uksas yesɛa tinawt tamaynut, tazmert d lqima ɛlayen, yerra ddunit ugar n lxir.
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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