Press Release
Platinum A' Design Award in Fine Arts and Art Installation Design Goes to The Book That Grew Grazing Guide by Fabiano Dalmacio
Fabiano Dalmacio recognized for fine arts and art installation design by the international grand jury of the 2020 - 2021 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 23, 2021 /DesignNewswire/ The Book That Grew Grazing Guide by Fabiano Dalmacio, designed for Rothco, part of Accenture Interactive, has been granted the Platinum A' Design Award in the Fine Arts and Art Installation Design category, A' Design Award & Competition has announced. The result belongs to the 2020 - 2021 A' Design Award & Competition and was determined through blind peer review by an international grand jury panel of established academics, design professionals and press members, who scored anonymized entries against predetermined criteria.
What the Platinum A' Design Award Means
The Platinum A' Design Award is recognized for honoring designs that stand at the forefront of creativity and innovation. It is the highest accolade bestowed by the A' Design Awards, acknowledging works that blend remarkable innovation with impactful societal contributions. These designs not only showcase exceptional artistic and technical proficiency but also highlight their creators' commitment to advancing the boundaries of art, science, design, and technology. Recipients of this award are celebrated for their role in shaping the aesthetics and trends of our time, contributing significantly to the enhancement of quality of life and promoting sustainable development.
About The Book That Grew Grazing Guide
The Book That Grew is a grazing guide made for farmers in Ireland. The book presents ten lessons and ten pieces of practical advice intended to improve sustainability and profitability. The ten steps guide farmers toward ten rotations of grass grazing each year and a yield of ten tons of grass per hectare. Each page, word and diagram was shaped by living grass roots, guided along channels over a growth period of several weeks. Complex farming processes are explained through bespoke symbols, and a fold-out page carries the symbol key.
About Fabiano Dalmacio
Fabiano Dalmácio is a Senior Art Director at Rothco, part of Accenture Interactive in Dublin, Ireland. Fab (as he is known) is Brazilian, and an Irish citizen. He has been making interesting and/or weird things in advertising since 2003. After spending 8 years in the Brazilian ad industry, Fabiano moved to Ireland in 2011. Fab has created award-winning ideas for brands such as AIB, Guinness, Tesco, MINI and BMW. He has been awarded at Cannes Lions, D&AD, The One Show, Clio, Epica, featured by Lürzer's Archive, and also part of the jury at New York Festivals, Ad Stars, Lisbon Tech and Adforum PHNX Tribute.
Award Record
With this recognition, Fabiano Dalmacio is a winner of 1 A' Design Award.
About the A' Fine Arts and Art Installation Design Award
The A' Fine-Art Design Award is an international fine-art design competition recognizing best fine-art works by leading fine-art artists and creators worldwide. The competition is organized within the A' Design Award & Competition and is open to artists, painters, sculptors and ceramicists from all countries. Entries typically include sculptures, paintings, installations, photographs, drawings and mixed media works. Awarded art designs are published at https://desingers.org/design-category/fine-art
About A' Design Award & Competition
A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission to advance society through good design by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Entries are peer reviewed and anonymously evaluated by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. The A' Design Prize granted to eligible laureates includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, the upload of a work and the preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. Further information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://desingers.org/122969
- A' Design Award Page: https://competition.adesignaward.com/122969
- Media Showcase: https://www.designnewsroom.com/!122969
- Laureate Profile: https://desingers.org/d/284617
- Further Information from the Laureate: http://rothco.ie/work/aib-10-the-book-that-grew
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- The Book That Grew Grazing Guide
- Function
- Grazing Guide
- Category
- Fine Arts and Art Installation Design
- Discipline
- Communication Design
- Industry
- Arts
- Colors
- Dim Gray, Gray, Rosy Brown, Black and Dark Slate Gray
- Images
- 5
- Client
- Rothco, part of Accenture Interactive
The Recognition
- Laureate
- Fabiano Dalmacio
- Country
- Ireland
- Recognition
- Platinum A' Design Award
- Edition
- 2020 - 2021
- Design ID
- #122969
Credits
- Team
- Rothco, part of Accenture Interactive, AIB, Alan Kelly, Ray Swan, Fabiano Dalmácio, Rob Maguire, Shane O'Riordan, Diogo Dias, Jimi McGrath, Alan McQuaid, Irene Sharkey and Alan Byrnes and others
- Image Credits
- Photographer: Diana Scherer Filmmaker: Jake Viramontez
Design Details
- Unique Properties
- 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.
- Inspiration
- 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.
- Research
- 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.
- Challenge
- 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.
- Realization and Technology
- 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.
- Operation and Interaction
- 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.
- Project Duration and Location
- From October 2018 to May 2019, in Dublin and Amsterdam.
- Specifications
- Book closed: A3 - 29.7 x 42cm Book open: A2 - 59.4 x 42cm
- Keywords
- book, design, Ireland, grass, farming, bank
