10: The Book That Grew


Growing a book that shows how to create a sustainable future.

Client: AIB

The Challenge

The roots of Ireland’s economy are in agriculture, but with agriculture-related greenhouse gas emissions projected to increase by almost 10% over the next decade, there’s an urgent need for on-farm adoption of GHG mitigation measures.

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 maximise sustainability, by changing how they see our greatest resource: grass.

The Idea

We used grass to grow a book.

The Outcome

This book contained 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.

This is a world’s first, completely rewriting the rules for how books are produced. Not only does this book lay out a practical plan of action, it symbolises in an attention-grabbing way the power of our natural resources. When grass is managed correctly, it can work wonders.

The Impact

10 | The Book That Grew is a book that will tour the country at AIB-partnered agricultural events such as the National Ploughing Championships. The lessons contained in the pages of the book will feature on the bank’s website, allowing them to be implemented on farms across the country; while video and photography of and from the process will feature online across the bank’s owned social channels. When applied, these steps will not only increase profitability and efficiency, but can contribute to reducing carbon emissions on a national level.

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