TED2008
Andy Hobsbawm: Do the green thing
Andy Hobsbawm pravi: Postanite eko
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Andy Hobsbawm predstavi svežo kampanjo za spodbujanje ekološke zavesti - in nekaj dodatnih ugodnosti.
Andy Hobsbawm - Internet entrepreneur
Andy Hobsbawm is the founder and CMO of Evrythng.com and the founder of the website Do The Green Thing. Full bio
Andy Hobsbawm is the founder and CMO of Evrythng.com and the founder of the website Do The Green Thing. Full bio
Double-click the English transcript below to play the video.
00:12
Great creativity. In times of need, we need great creativity.
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Izjemna ustvarjalnost. V težkih časih potrebujemo izjemno ustvarjalnost.
00:17
Discuss. Great creativity is astonishingly, absurdly, rationally, irrationally powerful.
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Razmislite. Izjemna ustvarjalnost je neverjetno, absurdno, racionalno, iracionalno vplivna.
00:25
Great creativity can spread tolerance, champion freedom,
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Izjemna ustvarjalnost lahko širi toleranco, slavi svobodo,
00:29
make education seem like a bright idea.
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predstavi izobrazbo kot bistro idejo.
00:32
(Laughter)
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(Smeh)
00:33
Great creativity can turn a spotlight on deprivation,
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Izjemna ustvarjalnost lahko usmeri pozornost na pomanjkanje
00:37
or show that deprivation ain't necessarily so.
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ali pokaže, da pomanjkanje ne pomeni nujno le-tega.
00:41
Great creativity can make politicians electable,
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Izjemna ustvarjalnost lahko izvoli politike
00:44
or parties unelectable.
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ali pa porazi stranke.
00:47
It can make war seem like tragedy or farce.
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Zaradi nje je lahko vojna videti kot tragedija ali kot farsa.
00:51
Creativity is the meme-maker that puts slogans on our t-shirts
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Ustvarjalnost je izumitelj memov, ki tiska slogane na naše majice
00:55
and phrases on our lips.
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in nam polaga fraze v usta.
00:57
It's the pathfinder that shows us a simple road
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Je stezosledec, ki nam pokaže preprosto pot
01:00
through an impenetrable moral maze.
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skozi neprehoden moralni labirint.
01:02
Science is clever, but great creativity is something less knowable,
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Znanost je pametna, a izjemna ustvarjalnost je nekaj manj stvarnega,
01:07
more magical. And now we need that magic.
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nekaj bolj magičnega. In sedaj potrebujemo to magijo.
01:10
This is a time of need.
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Danes živimo v težkih časih.
01:12
Our climate is changing quickly, too quickly.
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Naše podnebje se hitro spreminja, celo prehitro.
01:14
And great creativity is needed to do what it does so well:
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Izjemno ustvarjalnost potrebujemo, da naredi, kar zna najbolje:
01:17
to provoke us to think differently with dramatic creative statements.
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da nas izzove k drugačnemu mišljenju z dramatičnimi ustvarjalnimi izjavami.
01:21
To tempt us to act differently
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Da nas prepriča k drugačnemu ravnanju
01:23
with delightful creative scraps.
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z zabavnimi ustvarjalnimi podobami.
01:26
Here is one such scrap from an initiative I'm involved in
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Tukaj bi vam rad predstavil del iniciative, pri kateri sodelujem,
01:29
using creativity to inspire people to be greener.
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in s katero bi radi na ustvarjalen način vzbudili ekološko zavest ljudi.
01:32
(Video) Man: You know, rather than drive today, I'm going to walk.
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Video: Moški: Veš, namesto da bi se peljal, bom šel danes peš.
01:36
Narrator: And so he walked, and as he walked he saw things.
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Pripovedovalec: In tako je hodil; in medtem ko je hodil, je videl mnogo stvari.
01:40
Strange and wonderful things he would not otherwise have seen.
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Nenavadne in čudovite stvari, ki jih drugače ne bi videl.
01:44
A deer with an itchy leg. A flying motorcycle.
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Srno, ki jo je srbela noga. Leteči motor.
01:47
A father and daughter separated from a bicycle by a mysterious wall.
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Očeta in hčerko, ki ju je od kolesa ločevala skrivnostna stena.
01:52
And then he stopped. Walking in front of him was her.
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In potem se je ustavil. Pred njim je hodila ona.
01:57
The woman who as a child had skipped with him through fields
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Ženska, ki je kot dekle tekala z njim po travnikih
02:00
and broken his heart.
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in mu zlomila srce.
02:01
Sure, she had aged a little.
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Seveda se je malce postarala.
02:03
In fact, she had aged a lot.
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Pravzaprav se je kar precej postarala.
02:04
But he felt all his old passion for her return.
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Toda čutil je, kako so se stara čustva do nje vrnila.
02:07
"Ford," he called softly. For that was her name.
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"Ford," je nežno zaklical. Kajti to je bilo njeno ime.
02:11
"Don't say another word, Gusty," she said,
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"Niti besede več, Gusty," je rekla,
02:13
for that was his name.
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kajti to je bilo njegovo ime.
02:14
"I know a tent next to a caravan, exactly 300 yards from here.
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"Vem za šotor poleg prikolice, točno 275 metrov od tukaj.
02:19
Let's go there and make love. In the tent."
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Pojdiva tja in se ljubiva. V šotoru."
02:22
Ford undressed. She spread one leg, and then the other.
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Ford se je slekla. Razprla je eno nogo in nato še drugo.
02:26
Gusty entered her boldly and made love to her rhythmically
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Gusty je drzno prodrl vanjo in ritmično sta se ljubila,
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while she filmed him, because she was a keen amateur pornographer.
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medtem ko ga je ona snemala za svoj amaterski porno film.
02:33
The earth moved for both of them.
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Obema se je zdelo, kot da se je zemlja premaknila.
02:35
And they lived together happily ever after.
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In živela sta srečno do konca svojih dni.
02:38
And all because he decided to walk that day.
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In vse to samo zato, ker je šel tisti dan peš.
02:44
(Applause)
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(Aplavz)
02:54
Andy Hobsbawm: We've got the science, we've had the debate.
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Andy Hobsbawm: Imamo znanost, imeli smo razprave.
02:57
The moral imperative is on the table.
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Moralni imperativ je jasen kot beli dan.
02:59
Great creativity is needed to take it all,
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Ustvarjalnost potrebujemo, da vse to
03:01
make it simple and sharp.
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pove na enostaven in oster način.
03:03
To make it connect. To make it make people want to act.
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Da vse poveže. Da pregovori ljudi k ukrepanju.
03:07
So this is a call, a plea,
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To je torej poziv, prošnja,
03:09
to the incredibly talented TED community.
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neverjetno nadarjeni TED skupnosti.
03:11
Let's get creative against climate change.
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Spopadimo se s klimatskimi spremembami na ustvarjalen način.
03:13
And let's do it soon. Thank you.
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In storimo to kmalu. Hvala.
03:15
(Applause)
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(Aplavz)
ABOUT THE SPEAKER
Andy Hobsbawm - Internet entrepreneurAndy Hobsbawm is the founder and CMO of Evrythng.com and the founder of the website Do The Green Thing.
Why you should listen
Internet marketing pioneer Andy Hobsbawm was the European chair of the digital services firm Agency.com. He founded the first international Internet agency in 1994, and was a founder of Online Magic, a firm that merged with Agency.com in 1997.
Merging his passions for ads and the environment, he's a cofounder of the website Green Thing, which shares seven fun, punchy little (and big) ways to go green, using clever video and graphics to get across a message of accessible greening. He’s also a founder and the chief marketing officer of internet of things software company EVRYTHNG, which aims to give every physical object in the world it’s own intelligent identity on the Web.
Andy Hobsbawm | Speaker | TED.com