Ko te hoahoa The Book That Grew Aratohu Whāngai Kararehe nā Fabiano Dalmacio he kaitoa whakahirahira o te 2021 A' Design Award Pāratinamu i te Wāhanga Whakataetae Hoahoa Toi me te Whakaaturanga Toi.
PāratinamuToi· 2021
The Book That Grew Aratohu Whāngai Kararehe
Kiritaki: Rothco, part of Accenture Interactive
Kaitoa o te A' Design Award Pāratinamu i te Wāhanga Toi
Kaitoa Tohu Manatokohia
Manatokohia te Tūnga Tohu mō #122969Te Hoahoa
Mō The Book That Grew Aratohu Whāngai Kararehe
Ko Te Pukapuka i Tupu he aratohu whāngai kararehe i hangaia mā ngā kaipāmu o Airangi. E whakaatu ana te pukapuka i ngā akoranga tekau me ngā tohutohu whaihua tekau hei whakapai ake i te toitūtanga me te whai hua ā-moni. Mā ngā hipanga tekau nei e ārahi ngā kaipāmu ki ngā hurihanga whāngai tarutaru tekau i ia tau, me te hua o te tekau tana tarutaru mō ia heketea. I whakaahuatia ia whārangi, ia kupu me ia hoahoa e ngā pakiaka tarutaru ora, i arahina i ngā awa iti i roto i te wā tupu o ētahi wiki maha. Ka whakamāramahia ngā tukanga ahuwhenua matatini mā ngā tohu motuhake, ā, kei tētahi whārangi whakakopa te kī o ngā tohu.
Te Whakamihi
Mō te A' Design Award Pāratinamu
Ko The Book That Grew Aratohu Whāngai Kararehe te toa o te A' Design Award Pāratinamu, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa tino rerekē, ātaahua me te nui. Ko ngā toa Pāratinamu he whakamīharo o te waihanga, he taunakitanga mō ngā rohe o te auaha hinengaro, ā, e whakaatu ana i te tohungatanga me te mōhio kāore e taea te whakataurite o ā rātou kaihoahoa. E tūmanakohia ana ko ēnei hoahoa ngā mahi rongonui rawa e whakatau ana i te ātaahua o tētahi wā, e whai wāhi ana ki te oranga o te hapori, ā, e whakawhānui ana i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ka whakaatu a The Book That Grew Aratohu Whāngai Kararehe i te taumata tōtika o te hiranga, ā, e pai ake ai te ao i ōna āhuatanga whaihua. Ko The Book That Grew Aratohu Whāngai Kararehe tētahi mahi i toa i te A' Design Award Pāratinamu e whakaoho ana i ngā hiahia, e whakahihiri ana, e whakamārie ana, ā, e kawe mai ana i te hari nui.
I Muri i te Hoahoa
Kete Pāpāho
Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.
- Āhuatanga Motuhake
- 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.
- Inenga & Pēketanga
- Book closed: A3 - 29.7 x 42cm
Book open: A2 - 59.4 x 42cm - Tūtohu
- book, design, Ireland, grass, farming, bank
- Hangarau Whakanao
- 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.
- Wero Hoahoa
- 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.
- Rangahau
- 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.
- Whakaaweawe
- 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.
- Roanga o te Kaupapa
- From October 2018 to May 2019, in Dublin and Amsterdam.
- Rerenga Mahi
- 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.
- Ngā Mema o te Rōpū
- 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 - Whakamana Whakaahua
- Photographer: Diana Scherer
Filmmaker: Jake Viramontez
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