10 | The Book That Grew

Agency Network: 
February 2019


We used grass to grow a book. A book with 10 tangible lessons and 10 pieces of practical advice designed to help maximise sustainability and increase profitability. These 10 steps enable farmers to achieve a ‘perfect’ 10 rotations of grass grazing per year, and produce 10 tonnes of grass per hectare – a truly powerful number that will massively improve the sustainability of even the most efficient farm. in this instance, the medium truly was the message: our book was grown from the very grass that Irish farmers nurture, with each page, each word, and each diagram shaped by real grass roots as they grew.
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.

Experiential advertisement created by Rothco, Ireland for AIB, within the category: Finance.

Advertising Agency: Rothco, Dublin, Ireland
Copywriter: Rob Maguire
Art Director: Fabiano Dalmacio
Design Director: Shane O’Riordan
Designer: Diogo Dias
Creative Directors: Ray Swan, Emma Sharkey
ECD: Alan Kelly
Executive Producer: Al Byrnes
Production Assistant: Siobhan Coakley
PR: Jill Byrne
Account Director: Alan McQuaid
Business Director: Jimi McGrath
Project Director: Irene Sharkey
CEO : Patrick Hickey
Production company: Rothco
Director / DOP / Editor: Jake Viramontez
Artist & Photographer: Diana Scherer
Letterpress Printer & Book Binder: Jamie Murphy / The Salvage Press
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