The world’s first book made entirely from grass was awarded a bronze Lion in the Print and Publishing category at the 2019 Cannes Lions International Festival of Creativity on Monday, June 17th, 2019.
‘10: The Book that Grew’ was created as part of a new campaign for Allied Irish Bank (AIB), and Teagasc to promote efficiency on Irish farms.
The power of natural resources
Recognising the need for Irish farms to mitigate their greenhouse gas emissions in order to meet climate action targets, AIB and Teagasc partnered with Irish creative agency, Rothco, to produce a book that highlights the power of natural resources and the need for increased grass utilisation.
Everything in the book including words, pages, diagrams and the ink and binding, are made from Irish grass, demonstrating its versatility.
It contains 10 lessons designed to help maximise sustainability and increase profitability on Irish farms.
According to AIB, these lessons will enable farmers to achieve a "perfect" 10 rotations of grass grazing per year and produce 10 tonnes of grass per hectare.They believe this will help to improve the sustainability of Irish farms.
Custom templates created by German artist Diana Scherer were used to manipulate the growth of the grassroots into pages with legible words and diagrams.
The grass was then grown around these templates in February and March of this year.
CCO (Chief Creative Officier) of Rothco, Alan Kelly, described the book as an extraordinary idea matched by extraordinary craft asking, “What could be more appropriate for a message about sustainability for farmers than growing the message itself?”
The creative director in Rothco, Ray Swan took to Twitter to say that he was “ecstatic to win a lion for Roots: The Book that Grew” in the print and publishing category.
The category - which honours the best creativity in circulation - received 1,252 entries from 62 countries.
From this, a total of 32 Lions were awarded: 1 Grand Prix, 6 Gold, 7 Silver and 18 Bronze Lions.
‘10 | The Book That Grew’ will now begin a tour of Ireland at AIB-partnered agricultural events such as the National Ploughing Championships.
The lessons contained in the book will feature on AIB’s website.
Image source: Rothco \ Website