Agency: Rothco
Client: AIB
Date: Jun 2019
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Demonstrating the power of natural resources, Rothco, part of Accenture Interactive, and Allied Irish Bank announce the tour of an incredible new book, ‘10 | The Book That Grew’. In an initiative to support Irish agriculture and farming, the book has been grown entirely from grass.

In a world’s first, every page, every word, and every diagram in this book was formed by real grass roots as they grew.

In 2017, AIB partnered with Teagasc (Ireland’s Agriculture and Food Development Authority) to launch a multi-year campaign to increase grass utilisation on Irish livestock farms. AIB has a business relationship with almost 35% of farmers in Ireland and with the roots of the Irish economy in Agriculture, AIB is committed to backing farmers with the help they need to grow their business.

The book was grown from the very grass that Irish farmers nurture and contains 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 greatly improve the sustainability of even the most efficient farm. These lessons shaped into the pages of a book were created by bespoke plates that were used to manipulate the growth of the roots into legible shapes.

Each page was grown during February and March 2019 by German artist Diana Scherer. The pages were then harvested in Amsterdam and bound together in Dublin by Letterpress Printer and Bookbinder, Jamie Murphy of The Salvage Press. Everything in the book, including the ink and binding were made from the same grass, demonstrating that when managed correctly, it can work wonders.

‘10 | The Book That Grew’ will now begin a tour of the country at AIB-partnered agricultural events such as the National Ploughing Championships. The book contents will be made available on AIB’s website


Client: AIB

Agency: Rothco

Executive Producer: Al Byrnes

Executive Creative Director: Alan Kelly

Creative Team: Fabiano Dalmacio & Rob Maguire

Creative Directors: Ray Swan & Emma Sharkey

Account Director: Alan McQuaid

Project Director: Irene Sharkey

Business Director: Jimi McGrath

Design Director: Shane O’Riordan

Designer: Diogo Dias

Artist: Diana Scherer

Photographer: Diana Scherer

Letterpress Printer & Book Binder: Jamie Murphy @ The Salvage Press

Production Assistant: Siobhan Coakley

PR: Jill Byrne

Director: Jake Viramontez

Director of Photography: Jake Viramontez

Editor: Jake Viramontez

Sound: Will Farrell @ Screen Scene