Expose: NZ : UP for Grabs - 6th Feburary 8:30pm TV One

Companies right around the world are on the look out 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 NZ .Things we take for granted, that we think belong to us even words and names, are up for grabs.

Producer - Toby Mills
Director - Toby Mills / Moana Maniapoto

Image: Detail of the cover for Mark of Kri for Sony Playstation. The character is called Rau who wears a chin moko and wields a taiaha.
Expose: NZ : UP for Grabs - 6th Feburary 8:30pm TV One

Companies right around the world are on the look out 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 NZ .Things we take for granted, that we think belong to us even words and names, are up for grabs.

Producer - Toby Mills
Director - Toby Mills / Moana Maniapoto

Image: Detail of the cover for Mark of Kri for Sony Playstation. The character is called Rau who wears a chin moko and wields a taiaha.
In 2002, singer Moana released her self-titled album into Europe, accompanied by the usual blaze of publicity associated with a C.D release. Halfway through her tour, Moana was told that her record company was being threatened with a lawsuit by another German company. Media FX had trademarked the name Moana in Germany for around 40 products, including CDs and 'anything made of paper or cardboard.' That meant Pirate Records had breached international copyright law by releasing a CD under the name Moana into Germany.

Despite it being both her birth and stage name, the NZ artist was forced to rename her CD and all promotional materials for the German market.

This documentary looks at how a foreign company can control the use of a Maori name. It explores the extent to which intellectual property law can protect indigenous property or even what we think of as part and parcel of our nation.

Maori have challenged big companies in their tracks and forced big business to engage with those whose images, symbols and words they seek to co-opt.

This is an authored documentary narrated by Moana, as someone who has been exposed to this situation at a personal level. We start with her experience and join her on a journey to understand the international implications of current intellectual and cultural property laws. This takes her to Germany (and the man who trademarked her name), Denmark (Lego), London then to Detroit (Ford Motors), San Diego (Sony Playstation / Bottlerocket) and throughout New Zealand.

KEY INTERVIEES:

Patrick Schiavone
Head Designer Ford SUV
Ford Motors, Detroit (USA)
How traditional Maori moko accessed from the internet inspired a Ford Lightning F150 concept vehicle, complete with moko patterns on the seats, ceilings, and leather bed.

Jeff Merghert
Designer, Mark of Kri
Bottlerocket Productions / Sony Playstation, San Diego (USA)
Merghert was the lead designer on the multi-million dollar game 'Mark of Kri' which featured a barbarian warrior character named Rau, sporting a chin moko and wielding a taiaha.

Maui Solomon
Barrister
Wai 262 Claimant Counsel, Wellington (N.Z)
Leads a group of kaumatua who lodged a claim at the Waitangi Tribunal in 1991 accusing the government of not protecting Maori cultural and intellectual property.

Kevin Roberts
Marketing Guru
Saatchi & Saatchi Worldwide CEO, Auckland (N.Z)
The nature of trademarks and the value of brands, as well as what represents N.Z culture.

Dr Jane Kelsey
University Professor
University of Auckland
The globalisation of American culture and use of indigenous practices and icons is a novel new way to brand a bland product.

George Hickton
CEO Tourism N.Z
Tourism N.Z, Auckland (N.Z)
Maori culture provides a clear point of difference when branding N.Z overseas.

Chris Cherry
Workshop Clothing
Auckland, (N.Z)
The use of moko and Maori images in N.Z fashion.

Te Ariki Wineera
Ngati Toa
Wellington, (N.Z)
Ngati Toa talk about 'Ka mate, Ka mate' being used by the All Blacks.

Judith Tizard
Associate Minister of Commerce
Wellington, (N.Z)
Maori have the right to control the use of their images and to benefit from that use.