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2020

The Book That Grew

Company Rothco
Client AIB
  • Commended
    5 Innovation - Creative Innovation
Chief Executive Officer
Patrick Hickey
Executive Creative Director
Alan Kelly
CREATIVE DIRECTOR
Ray Swan
CREATIVE DIRECTOR
Emma Sharkey
ART DIRECTOR
Fabiano Dalmácio
COPYWRITER
Rob Maguire
Design Director
Shane O’Riordan
DESIGNER
Diogo Dias
Executive Producer
Alan Byrnes
Production Assistant
Siobhan Coakley
Head of Marketing
Jill Byrne
Business Director
Jimi McGrath
ACCOUNT DIRECTOR
Alan McQuaid
Project Director
Irene Sharkey
Artist
Diana Scherer
PHOTOGRAPHER
Diana Scherer
Book Designer
Jamie Murphy - The Salvage Press
DIRECTOR
Jake Viramontez
DOP
Jake Viramontez
EDITOR
Jake Viramontez
Chief Executive Officer
Patrick Hickey
Executive Creative Director
Alan Kelly
CREATIVE DIRECTOR
Ray Swan
CREATIVE DIRECTOR
Emma Sharkey
ART DIRECTOR
Fabiano Dalmácio
COPYWRITER
Rob Maguire
Design Director
Shane O’Riordan
DESIGNER
Diogo Dias
Executive Producer
Alan Byrnes
Production Assistant
Siobhan Coakley
Head of Marketing
Jill Byrne
Business Director
Jimi McGrath
ACCOUNT DIRECTOR
Alan McQuaid
Project Director
Irene Sharkey
Artist
Diana Scherer
PHOTOGRAPHER
Diana Scherer
Book Designer
Jamie Murphy - The Salvage Press
DIRECTOR
Jake Viramontez
DOP
Jake Viramontez
EDITOR
Jake Viramontez

The roots of Ireland’s economy are in agriculture, but there’s an urgent need for on-farm adoption of greenhouse gas mitigation measures.

If farming is to survive, it must become more sustainable.

AIB, Ireland’s largest bank for farmers wanted to enable farmers to maximise sustainability, by changing how they see our greatest resource: grass.

So we used grass to grow a book.

A book ‘printed’ naturally by the growth of the very grass that Irish farmers nurture – with each page, each word, and each diagram shaped by real grass roots as they grew into specially created templates.

This book contains a set of guidelines for Irish farmers: 10 tangible lessons and 10 pieces of practical advice designed to help maximise sustainability and increase profitability.

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.