8

From the Editor

19

Time for a change

The Warrant of Fitness gets a student service

20

Federation nation

With competition waiting at the end of every half-pipe, starting up a skatewear label is hardly a risk-free move. But it’s paying off for Nick and Jenny Clegg, who launched Federation Clothing out of their apartment seven years ago

21

Boling for New Zealand

Here’s something you’ll never see at a Tupperware party

21

In the bag

Ali Middleton is a bag lady with a business—the business of eradicating the 22 million plastic bags New Zealanders use and lose every week

22

Family snap

Photographer of the Year Dean MacKenzie keeps it all in the family

24

Not for kids

Rhubarb Zoo is proving that animation is pure adult’s play

26

Goodnight nurse

Finally, a nurse who truly has no qualms about changing bedpans: a robot

27

Heads up

Hats off to The New Dowse, which is demonstrating its multi-discipline exhibition policy with a show of millinery

28

Patronised painter

Leonardo da Vinci had one. So did Raphael. Now our own Kelcy Taratoa is flourishing under the creatively liberating breeze of the patron’s dollar

28

Head-first design

Wonkavision now comes in colour—and it’s tuned to the rugby channel

30

Stuffed up stuff

Julia DeVille gets some strong reactions to her taxidermy jewellery, but none more so than the time she made a teacher throw up at her Wellington primary school. The shark’s head got DeVille banned from future show-and-tells, but these days her work is more welcomed

32

Head down, bum up

Patrick Morris’ eureka moment has taken the world of pot plants and literally turned it on its head

32

City slickers

They may be making our tourism ads over there, but we’re branding their cities back here

34

Flying the black flag

Dark Dunedin fashion label Nom*D just turned 21. How is it to be all grown up?

38

Poor fortune

A meeting with Fred Hollows set Ray Avery on a new career. Kiwi entrepreneurs are breaking the Third World poverty trap with money, new business models and smart ideas—and selling the same things to the pampered West. Lauren Bartlett unearths the fortune at the bottom of the heap. Plus: The startups sparking Third World innovation.

46

MayDE in China

China’s Mayland Design Exchange—MayDE to its friends—is marrying our creative can-do with their manufacturing know-how. Could ‘MayDE with New Zealand’ be just what ‘Made in China’ needs? Idealog finds out. Plus: How Kiwi students are designing answers to Chinese lifestyle problems.

52

Creative serfs

Ideas are free—and ideas people can be bloody cheap too. Gena Tuffery looks behind the corporate façade and meets the creative interns getting by on company handouts and whatever’s left in the fridge. Plus: When to stick it out and when to just stick it.

60

Blah, blah, blah

Traditional marketing is all talk and no trousers. Your customers don’t care what you say, they want to know what you do. James Hurman makes the case for more walk and less talk

66

The new age of ignorance

Science, we think, is for kids—but most adults have very little understanding of how the world works. So, 50 years on from CP Snow’s famous ‘Two Cultures’ essay, why is the old divide between arts and sciences deeper than ever? Tim Adams finds out 

88

Black marketing

Music reviews: Wellington indie Loop Recordings shows the major labels how to work with multinationals

89

Blogging may be a cult, but so is Time magazine

Books: Does mass collaboration herald the rise of a new literati, or just more monkeys with typewriters? Two books take polar views

91

Light behind the lens

Books:A lavish look at New Zealand cinematographers

92

The joke's on us

Point: New Zealand-ness is in demand. So why are we importing it?

92

It'a jungle out there

Counterpoint: A Kiwi institution is set to go global. Can it keep its homegrown mojo?

93

In praise of Gilligan's Island

Advertising: Every idea has its fans and its critics. What it needs is a passionate owner

94

Dig the new breed

Art: Curators are the new superstars of the art world. Here’s why

95

A favour from Neil Finn

Music: Finn’s sledging may prompt the PM to see the problems in our music industry

96

Back to the third dimension

Screen: Why Hollywood is betting on 3D ... again

98

Licensing your ideas

How to: Want to keep your idea but share the costs? Here’s how

102

Great expectations

Metrics: Kiwi publishing turns a page, courtesy of Lloyd Jones and the long tail

72

Creative showcase

Ad navigators | Four million consumers—many more million channels to reach them. Who you gonna call? The ad navigators