The Book That Grew Puka Ārahi Whāngai Kararehe by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 A' Design Award Hiriwa in Hoahoa Ariā me te Whakaaro Competition Category.
HiriwaAriā· 2021
The Book That Grew Puka Ārahi Whāngai Kararehe
Client: Rothco, part of Accenture Interactive
A' Design Award Hiriwa Winner in Ariā Category
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- Verified Award Winner
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The Design
About The Book That Grew Puka Ārahi Whāngai Kararehe
Ko te Puka i Tipu he puka ārahi whāngai i hangaia mō ngā kaiahuwhenua i Airihi. E whakaatu ana te puka i ngā akoranga tekau me ngā tohutohu whaihua tekau hei āwhina i te whakapikinga o te toitūtanga i runga i ngā pāmu. Ko ia whārangi, ia kupu me ia hoahoa i hangaia e ngā pakiaka karaehe tūturu i a rātou e tipu ana. I ārahina ngā pakiaka i ngā wiki maha mā te whakakotahitanga o te mahi māra me te toi tūpato, nā reira i whakaotia te tukanga tā e te taiao. Ka whakamāramatia ngā tukanga ahuwhenua matatini mā te huinga tohu i hangaia motuhaketia, ā, ka taea e te whārangi whāwhati te tirotiro i te kī tohu e te kaipānui i a ia e pānui ana. I te wā kua katia, ko te rahi o te puka he 29.7 mā te 42 henimita.
The Recognition
About the A' Design Award Hiriwa
Ko The Book That Grew Puka Ārahi Whāngai Kararehe te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko The Book That Grew Puka Ārahi Whāngai Kararehe he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko The Book That Grew Puka Ārahi Whāngai Kararehe he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- A book with 10 tangible lessons and 10 pieces of practical advice designed to help maximise sustainability. A book grown entirely from the very grass that Irish farmers nurture - with each page, each word, and each diagram shaped by real grass roots as they grew.
- Dimensions & Packaging
- Book closed: A3 - 29.7 x 42cm Book open: A2 - 59.4 x 42cm
- Tags
- book, design, Ireland, grass, farming, bank, idea
- 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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