The Book That Grew Grazing Guide by Fabiano Dalmacio |
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| DESIGN DETAILS | |||||
| DESIGN NAME: The Book That Grew PRIMARY FUNCTION: Grazing Guide 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. UNIQUE PROPERTIES / PROJECT DESCRIPTION: 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. OPERATION / FLOW / INTERACTION: 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. PROJECT DURATION AND LOCATION: From October 2018 to May 2019, in Dublin and Amsterdam. FITS BEST INTO CATEGORY: Fine Arts and Art Installation Design |
PRODUCTION / REALIZATION 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. SPECIFICATIONS / TECHNICAL PROPERTIES: Book closed: A3 - 29.7 x 42cm Book open: A2 - 59.4 x 42cm TAGS: book, design, Ireland, grass, farming, bank RESEARCH ABSTRACT: 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. 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. ADDED DATE: 2021-03-05 15:51:30 TEAM MEMBERS (15) : 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 and Publisher: The Salvage Press IMAGE CREDITS: Photographer: Diana Scherer Filmmaker: Jake Viramontez |
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| Visit the following page to learn more: http://rothco.ie/work/aib-10-the-book-th |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Rothco, part of Accenture Interactive PROFILE: Rothco, part of Accenture Interactive is a world class creative agency. We partner with ambitious clients and brands and work with them to achieve their true potential. We do this by listening, learning, creating, inventing and delivering ground-breaking ideas. Our services span every device, platform and medium where brands are seen and experienced; from multi-market TV campaigns to mobile first interactions and everything in between. Ultimately, we ensure the best possible brand experience for our clients and their customers. |
| AWARD DETAILS | |
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The Book That Grew Grazing Guide by Fabiano Dalmacio is Winner in Fine Arts and Art Installation Design Category, 2020 - 2021.· Press Members: Login or Register to request an exclusive interview with Fabiano Dalmacio. · Click here to register inorder to view the profile and other works by Fabiano Dalmacio. |
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