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Books on sustainable farming don’t grow on trees—they grow in the dirt.
A new campaign from Allied Irish Bank (AIB), Teagasc (Ireland’s agriculture department) and creative agency Rothco is promoting efficiency on farms—and celebrating Irish grass—with The Book That Grew.
It’s an up-to-date guide for efficiency and sustainability in farming that also just so happens to be made entirely out of grass roots and other products derived from the green stuff.
To realize the unusual tome, Rothco turned to German artist Diana Scherer, who designed templates that meticulously molded pages, pictures and words into shape as the roots grew over two months earlier this year.
Jaime
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