With the UN estimating that around 75% of global food crop diversity has been lost over the past century, Japan is also seeing centuries-old vegetable varieties disappear from its fields. Droga5 Tokyo, part of Accenture Song, has responded by reframing these heirloom crops as "Endangered Vegetables" – launching a new initiative designed to help preserve them.
Working with Sumitomo Metal Mining Co., Ltd., the agency has developed the creative platform behind "(Un)dangered Vegetables", a purpose-led program that applies the company's proprietary Solament materials technology to agriculture. Originally used in automotive and architectural glass to reduce heat, the material is now being deployed to help protect traditional crops – including the Mikekado Pumpkin, believed to be Japan's oldest pumpkin variety – from rising temperatures linked to climate change.
At the core of the idea is a simple but powerful leap: repurposing industrial heat-shielding technology to safeguard vulnerable agricultural heritage. SOLAMENT™-powered shading nets are now being used to enable continued cultivation in harsher climates, supported by satellite data to identify optimal growing conditions across Japan.
The initiative extends beyond farming into education and culture. Sumitomo Metal Mining is partnering with agricultural high schools to raise awareness among younger generations, while also bringing the produce to consumers through a dedicated farmer's market installation at a Tokyo contemporary art museum. The program will further support communities by distributing the vegetables to children in need, alongside storytelling that highlights their cultural significance.
Read more at Campaign Brief Asia
