What’s the most audacious thing that can be done with wool? We decided to replace the Printed Circuit Board, or PCB, with wool to tackle the environmental and health issue of roughly 40 million metric tonnes of e-waste that is produced each year. Wool is a great replacement, as there are two things irrefutable about it: it will never burn, as it’s nature’s natural flame retardant and it’s a brilliant insulator. Knowing this, we thought why not reinvent the centre-core of the modern electronic circuit and offer up a bio-based alternative to this billion-dollar category? This idea is the subject of a novel patent application, so watch this space*.
*Our product is epic and packed full of IP, of which we can’t fully disclose yet.
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Idealog is part of ICG. We work with clients like Woolworths New Zealand, All Good, Huffer, Liquorland, Resene, Citta Design, TVNZ, Spark and FCB on their event activations, in-store, in-office or out-of-home signage, content creation and vehicle wraps.