Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Kiwi IP champions launch lost innovation video

Kiwi IP champions launch lost innovation video, declare nation’s future in high value technology

A year on from their website and brand re-launch, national intellectual property specialists James & Wells have released the latest addition in their campaign to champion Kiwi innovation – an animated video.

It captures the story of New Zealand’s lost innovation, illustrating James & Wells’ mission to ensure Kiwi businesses realise and capture the value of their ideas. For the firm, the video is the cornerstone of their brand overhaul to the ‘Champions of Innovation’.

James & Wells enlisted the expertise of Auckland-based content producers TOYBOX, charging the animation gurus with bringing the brand to life.

“To be honest we initially thought that being lawyers, they would probably want something safe, conservative and dry! But from the moment we walked into their very non-lawyer-like offices we knew this project was going to be fun,” says Toybox Executive Producer Nanette Miles.

“They also wanted to push the boundaries and produce something that was visually fresh and funny, yet still be relevant to their audience. They knew that as the champions of innovation, they had to be innovative themselves. It was a great place to start.”

The video highlights great Kiwi ideas like the egg beater, re-sealable tin lid, and John Callender’s farm bike, which unfortunately never reaped the rewards of their inventors’ genius. These underline the video’s key message – that “knowledge is wealth and ideas are gold, but only if they are owned, controlled and protected.”

True to their brand, James & Wells has maintained a casual and irreverent tone to the video, but behind the humour the video delivers an important message – New Zealand can no longer rely on commodity products, and should instead look to high value technology as the future.

James & Wells partner Ceri Wells says the recent further slump in dairy prices once again reminds us how vulnerable the New Zealand economy is to price fluctuations for commodity products.

“It’s alarming that our most valuable exports are renewable commodity items – dairy, meat, logs and oil – and the message needs to get through that New Zealand Inc must diversify and start seriously encouraging and supporting innovation,” he says.

“But Kiwis just don’t seem to be able to get away from striving to sell a commodity for less and less - surely not a recipe for long term success.”


© Scoop Media

Business Headlines | Sci-Tech Headlines


Fuels Rushing In: Govt "Ready To Act" On Petrol Market Report

The Government will now take the Commerce Commission’s recommendations to Cabinet...
• A more transparent wholesale pricing regime • Greater contractual freedoms and fairer terms • Introducing an enforceable industry code of conduct • Improve transparency of premium grade fuel pricing... More>>


Reserve Bank Capital Review Decision: Increased Bank Capital Requirements

Governor Adrian Orr said the decisions to increase capital requirements are about making the banking system safer for all New Zealanders, and will ensure bank owners have a meaningful stake in their businesses. More>>


Aerospace: Christchurch Plan To Be NZ's Testbed

Christchurch aims to be at the centre of New Zealand’s burgeoning aerospace sector by 2025, according to the city’s aerospace strategic plan. More>>


EPA: Spill Sees Abatement Notice Served For Tamarind Taranaki

The notice was issued after a “sheen” on the sea surface was reported to regulators on Thursday 21 November, approximately 400 metres from the FPSO Umuroa. A survey commissioned by Tamarind has subsequently detected damage to the flowline connecting the Umuroa to the Tui 2H well. More>>

Taskforce Report: Changes Recommended For Winter Grazing

A Taskforce has made 11 recommendations to improve animal welfare in intensive winter grazing farm systems, the Minister of Agriculture Damien O’Connor confirmed today. More>>