Press Release
Fabiano Dalmacio Is Honored with the Silver A' Design Award for The Book That Grew Grazing Guide in Idea and Conceptual Design
Fabiano Dalmacio acknowledged for idea and conceptual design by the international grand jury of the 2020 - 2021 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 23, 2021 /DesignNewswire/ A' Design Award & Competition has announced that The Book That Grew Grazing Guide by Fabiano Dalmacio, designed for Rothco, part of Accenture Interactive, has been granted the Silver A' Design Award in the Idea and Conceptual Design category. The result belongs to the 2020 - 2021 A' Design Award & Competition and was decided through blind peer review by an international grand jury panel of established academics, design professionals and press members, who assessed anonymized entries against predetermined criteria.
The Silver A' Design Award Explained
The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
More About The Book That Grew Grazing Guide
The Book That Grew is a grazing guide created for farmers in Ireland. The book presents 10 lessons and 10 pieces of practical advice that help improve sustainability on farms. Each page, each word and each diagram was formed by real grass roots as they grew. The roots were guided over several weeks by a combination of gardening and careful craft, so the printing process was completed by nature. Complex farming processes are explained through a set of bespoke symbols, and a fold-out page lets the reader check the symbol key while reading. Closed, the book measures 29.7 by 42 centimeters.
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 2 A' Design Awards. All of the awards belong to the 2020 - 2021 edition of the A' Design Award & Competition.
About the A' Idea and Conceptual Design Award
The A' Idea Design Award is an international idea design competition recognizing great ideas by designers, creators, innovators and free thinkers worldwide. The competition is organized within the A' Design Award & Competition and is open to idea designers, conceptual designers, innovation consultants and creative thinkers from all countries. Entries typically include innovations, prototypes, blueprints, sketches, models and concepts. Awarded idea designs are published at https://desingers.org/design-category/idea
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/122997
- A' Design Award Page: https://competition.adesignaward.com/122997
- Media Showcase: https://www.designnewsroom.com/!122997
- 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
- Idea and Conceptual Design
- Discipline
- Communication Design
- Industry
- Design Industry and Innovation
- Colors
- Black, Gray, Dim Gray, Rosy Brown and Dark Gray
- Images
- 5
- Client
- Rothco, part of Accenture Interactive
The Recognition
- Laureate
- Fabiano Dalmacio
- Country
- Ireland
- Recognition
- Silver A' Design Award
- Edition
- 2020 - 2021
- Design ID
- #122997
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
- A book with 10 tangible lessons and 10 pieces of practical advice designed to help maximise sustainability. A book grown entirely from the very grass that Irish farmers nurture - with each page, each word, and each diagram shaped by real grass roots as they grew.
- 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, idea
