Jill Byrne
Marketing Director at Rothco | Accenture Interactive
Dublin 7, Ireland
Title10 | The Book That Grew
BriefWe 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.
Agency
Campaign Roots
Advertiser Allied Irish Bank
Brand AIB
Date of First Broadcast/Publication
Business Sector Banking & Financial Services, Investments, Stock Brokers
Story 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.
Media Type Case Study
Length
Copywriter
Art Director
Design Director
Designer
Creative Director
Creative Director
Executive Creative Director
Executive Producer
Production Assistant
Public Relations
Account Director
Business Director
Project Director
Chief Executive Officer (CEO)
Other
Director / DOP / Editor
Photographer & Artist
Letterpress Printer & Book Binder
Print Production Company

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