Originally published on metropolis.co.jp on March 2010

Just after 10am on the morning of March 1, pedestrians passing through Shibuya were confronted with an intriguing sight: a mysterious group of people bearing bright orange umbrellas flooding across the fabled “scramble” intersection. It turns out the brolly stunt was to raise awareness for the Shibukasa campaign, presented in conjunction with Frisk’s new line of orange-flavored mints (hence the color choice). Shibukasa is an environmental initiative whereby over 40 area shops keep a collection of reusable, free rental umbrellas for anyone to use. The goal is to prevent pedestrians from buying (and throwing away) yet another ¥500 plastic kasa. Even better, when you return the umbrella, you get “Earth Day Money” that can be redeemed at various stores around town.

See www.shibukasa.com and www.earthdaymoney.org.