Platinasta Likovna umetnost · 2021
The Book That Grew Vodnik za pašo
- Platinasta nagrada A' Design Award 2021 in Likovna umetnost
- 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 Vodnik za pašo
Knjiga, ki je zrasla (The Book That Grew), je vodnik za pašo, ustvarjen za kmete na Irskem. Knjiga predstavlja deset lekcij in deset praktičnih nasvetov, namenjenih izboljšanju trajnosti in donosnosti. Deset korakov vodi kmete k desetim ciklom paše trave na leto in pridelku desetih ton trave na hektar. Vsako stran, besedo in diagram so oblikovale žive travne korenine, usmerjane vzdolž kanalov v obdobju rasti, ki je trajalo več tednov. Zapleteni kmetijski procesi so razloženi s posebej oblikovanimi simboli, zložljiva stran pa vsebuje legendo simbolov.
About the Platinasta nagrada A' Design Award
The Book That Grew Vodnik za pašo je prejemnik Platinaste nagrade A' Design Award, izjemno prestižnega priznanja, ki se podeljuje resnično izjemnim, elegantnim in veličastnim oblikovanjem. Prejemniki Platinaste nagrade so čudeži ustvarjanja, priče meja intelektualne ustvarjalnosti, ki kažejo neprekosljivo profesionalnost in genij svojih oblikovalcev. Od takih oblikovanj se pričakuje, da bodo najbolj znana dela, ki opredeljujejo estetiko dobe, prispevajo k blaginji družbe in premikajo meje umetnosti, znanosti, oblikovanja in tehnologije. The Book That Grew Vodnik za pašo kaže transcendentno raven odličnosti in nedvomno dela svet boljši kraj s svojimi koristnimi in dragocenimi lastnostmi. The Book That Grew Vodnik za pašo je delo, nagrajeno s Platinasto nagrado A' Design Award, ki prebuja želje, navdihuje, vznemirja, razveseljuje in vzbuja veliko veselje.
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
