| Titulo | 10 | The Book That Grew |
| Brief | Grass was used to grow a book. A book containing 10 tangible lessons and 10 pieces of practical advice designed to help farmers maximise sustainability and increase profitability. The medium truly was the message: the 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. When grass is managed correctly, it can work wonders. |
| Agência | Rothco, part of Accenture Song |
| Campanha | Roots |
| Anunciante | Allied Irish Bank |
| Marca | AIB |
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