Auckland, Auckland Region : Tawera Productions, 2005.
Video — 1 online resource (45 minutes) Digital: data file.
Companies right around the world are on the lookout for something to help brand their product in the global marketplace. In order to create a point of difference, companies are turning their eyes to New Zealand. Things we take for granted, that we think belong to us, even words and names, are up for grabs. In 2002, musician Moana Maniapoto was prevented from using her first name to market herself in Germany because it was copyrighted by someone else. That bewildering experience prompted this award-winning doco made with partner Toby Mills. It explores wider issues of commercial exploitation of 'exotic' indigenous cultures by global companies - a vexed area which Western intellectual property law seems ill-equipped to deal with. There are case studies of the good, the bad and the ugly over usage by brands including Lego, the All Blacks, Ford, Moontide and Playstation.