Rahat Kapur
Apr 3, 2024

Fujitsu’s new campaign is a deliciously stark reminder of our carbon footprint

In this new campaign for environmental awareness—in collaboration with RGA— you can have your pollution cake and eat it too.

Fujitsu and RGA's 'Carbon Cakes' changes the narrative on visualising pollution
Fujitsu and RGA's 'Carbon Cakes' changes the narrative on visualising pollution

In a unique collaboration that bridges technology with culinary art, creative shop RGA has teamed up with tech giants Fujitsu to introduce a project that's as enlightening as it is unconventional. Dubbed 'Carbon Cakes', this campaign looks to cast a spotlight on exactly that: Our carbon footprints and the imperative of looking after our planet—in a manner that's both visceral and thought-provoking.

How? Through everyone's favourite medium—food.

Combining its proprietary Social Digital Twin technology, which collects and simulates environmental data to demonstrate the impact of pollution on the environment, with the culinary expertise of renowned pastry chef Asako Iwayanagi (from Patisserie Asako Iwayanagi in Tokyo), Fujitsu and RGA have created of a series of cakes designed to prompt audiences to consider the often-neglected issue of air pollution. Each ‘carbon cake’ is baked to represent levels of CO2 and PM2.5, derived from environmental data through Fujitsu’s Social Digital Twin simulations, effectively illustrating the interlink between environmental, social, and economic factors.

Thinking about the quality of the air. CARBON CAKES
Thinking about the quality of the air. CARBON CAKES
Thinking about the quality of the air. CARBON CAKES

Visually grimy (that's the point!), the cakes are coloured in hues of black and gray, misshapen, and intentionally designed to appear as if they're polluted, embodying the levels of air pollution most city folk face daily. 

The ‘carbon cakes’ were first unveiled at a high-profile event in Tokyo, set against the backdrop of the city's Terrada E Hall. The event went beyond showcasing the unique desserts. It also featured a panel discussion with experts from a variety of fields, including Ian Shimizu, Kohei Saito, Gomi Hayakawa, Mai Shinuchi, and Akiko Yamada. This discussion delved into the nuances of pollution reduction, exploring the balance between environmental, social, and economic considerations, and highlighting the potential pathways toward sustainability.

Attendees at the event were offered a direct taste of the concept—literally. They had the opportunity to sample the range of Carbon Cakes, each varying in appearance based on the levels of pollutants represented. The darker and more distorted a cake was, the higher its 'contaminant value'—providing a stark, sensory representation of pollution's impact. Among the variety of 'contaminated' cakes, there was also a 'pollution-free' option, highlighting the campaign's ultimate goal of fostering a cleaner, more sustainable environment.

Marta Caseny, group creative director at RGA based in Tokyo, expressed her pride in the collaboration, noting the project's success in marrying creativity and innovation to spark discussion and drive action towards environmental change. She said: “We’re extremely proud to have been able to partner with Fujitsu on this important project that enabled us to combine creativity and innovation. We’re hoping that by being able to create a physical representation of the impact our behaviours have on the air we breathe every day, will help spark discussion, and more importantly, positive action towards change.”

The campaign's underlying message is a powerful reminder of the importance of visualising pollution and its effects. Sometimes, to raise awareness, you really do have to think outside the (cake) box.


Campaign Asia

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