ABOUT THE SPEAKER
Andy Hobsbawm - Internet entrepreneur
Andy 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.

More profile about the speaker
Andy Hobsbawm | Speaker | TED.com
TED2008

Andy Hobsbawm: Do the green thing

Andy Hobsbawm 说:做一些对环保有利的事情吧

Filmed:
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Andy Hobsbawm 和我们分享一个最新的关于环保的广告以及一些附加利益
- Internet entrepreneur
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创造力. In times of need, we need great creativity创造力.
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伟大的创造力,在必要的时候,我们需要伟大的创造力
00:17
Discuss讨论. Great creativity创造力 is astonishingly令人惊讶, absurdly荒谬的, rationally合理, irrationally非理性 powerful强大.
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讨论一下。伟大的创造力充满让人吃惊的、不可思议的、理性及非理性的力量。
00:25
Great creativity创造力 can spread传播 tolerance公差, champion冠军 freedom自由,
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伟大的创造力能够传播宽容和捍卫自由
00:29
make education教育 seem似乎 like a bright idea理念.
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且让教育看上去是一个明智的选择
00:32
(Laughter笑声)
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(笑声)
00:33
Great creativity创造力 can turn a spotlight聚光灯 on deprivation剥夺,
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伟大的创造力能把焦点转到损失上
00:37
or show显示 that deprivation剥夺 ain't necessarily一定 so.
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或者表明那样的损失是不必要的
00:41
Great creativity创造力 can make politicians政治家 electable总统当选,
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伟大的创造力能让政治家们当选
00:44
or parties派对 unelectable候选资格.
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也能让政党败选
00:47
It can make war战争 seem似乎 like tragedy悲剧 or farce闹剧.
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它能让战争成为悲剧,也可以让它成为闹剧
00:51
Creativity创造力 is the meme-maker米姆壶 that puts看跌期权 slogans口号 on our t-shirtsT恤
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创造力也可以成为文化基因的创造者,比如在我们的T恤上印上各种标语
00:55
and phrases短语 on our lips嘴唇.
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和创造一些口头禅
00:57
It's the pathfinder开创者 that shows节目 us a simple简单 road
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它是能为我们指出明路的开拓者
01:00
through通过 an impenetrable费解的 moral道德 maze迷宫.
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让我们穿越一个牢不可破的道德迷阵
01:02
Science科学 is clever聪明, but great creativity创造力 is something less knowable可知,
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科学意味着聪明,但是伟大的创造力却是不可琢磨的
01:07
more magical神奇. And now we need that magic魔法.
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它充满了魔力,而我们现在需要这样的魔力
01:10
This is a time of need.
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现在正是需要创造力的时候
01:12
Our climate气候 is changing改变 quickly很快, too quickly很快.
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我们的气候正在发生快速的变化,太快了
01:14
And great creativity创造力 is needed需要 to do what it does so well:
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伟大的创造力需要被用在能发挥它的作用的地方
01:17
to provoke us to think differently不同 with dramatic戏剧性 creative创作的 statements声明.
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去激发我们带着有巨大创造性的声明去进行不同的思考
01:21
To tempt勾引 us to act法案 differently不同
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去诱导我们带着极受欢迎的创造性的想法
01:23
with delightful愉快 creative创作的 scraps下脚料.
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去采取不同的行动
01:26
Here is one such这样 scrap废料 from an initiative倡议 I'm involved参与 in
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这里就有一个这样的想法,它来自于一个我参与的倡议
01:29
using运用 creativity创造力 to inspire启发 people to be greener更环保.
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它利用创造力去鼓励人们他去做环保
01:32
(Video视频) Man: You know, rather than drive驾驶 today今天, I'm going to walk步行.
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录像(男人的声音):你知道,今天我打算放弃开车,选择步行
01:36
Narrator旁白: And so he walked, and as he walked he saw things.
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旁白:他真的选择了步行,而且在步行过程中他看到了一些有意思的事情
01:40
Strange奇怪 and wonderful精彩 things he would not otherwise除此以外 have seen看到.
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这些奇怪而绝妙的事情他本来是看不到的
01:44
A deer鹿 with an itchy发痒的 leg. A flying飞行 motorcycle摩托车.
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一只腿发痒的鹿和一辆会飞的摩托车
01:47
A father父亲 and daughter女儿 separated分离 from a bicycle自行车 by a mysterious神秘 wall.
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一对父女和他们的自行车被一堵诡异的墙隔开了
01:52
And then he stopped停止. Walking步行 in front面前 of him was her.
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接着他停了下来。走在他前面的是个女人
01:57
The woman女人 who as a child儿童 had skipped跳过 with him through通过 fields领域
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那个如孩子般的女人已经带着他从这里穿了过去
02:00
and broken破碎 his heart.
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并且伤了他的心
02:01
Sure, she had aged a little.
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当然,她的年纪是稍微大了一点
02:03
In fact事实, she had aged a lot.
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事实上,她的年纪确实比较大了
02:04
But he felt all his old passion for her return返回.
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但是她的归来重新燃起了他的热情
02:07
"Ford," he called softly轻轻的. For that was her name名称.
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他轻声的喊了声“Ford”,那是她的名字
02:11
"Don't say another另一个 word, Gusty有风的," she said,
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“不要再说了,Gusty”她说道
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for that was his name名称.
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Gusty是他的名字
02:14
"I know a tent帐篷 next下一个 to a caravan大篷车, exactly究竟 300 yards from here.
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“我知道在离这里300码的地方,在一辆篷车的旁边有一个帐篷”
02:19
Let's go there and make love. In the tent帐篷."
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“让我们到那里去做爱吧,就在那个帐篷里”
02:22
Ford undressed脱了衣服. She spread传播 one leg, and then the other.
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Ford脱光了衣服。她伸开一条腿,又伸开另一条腿
02:26
Gusty有风的 entered进入 her boldly大胆 and made制作 love to her rhythmically节奏
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Gusty大胆的进入了她的身体,和她做爱
02:30
while she filmed拍摄 him, because she was a keen敏锐 amateur业余 pornographer色情狂.
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这个时候她为他拍了照片,因为她是一个狂热但业余的色情作品制作人
02:33
The earth地球 moved移动 for both of them.
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连地球都为他们两个而感动
02:35
And they lived生活 together一起 happily高高兴兴 ever after.
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从此以后,他们幸福的生活在一起
02:38
And all because he decided决定 to walk步行 that day.
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而这一切都是因为那天他决定步行的结果
02:44
(Applause掌声)
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(掌声)
02:54
Andy安迪 Hobsbawm霍布斯鲍姆: We've我们已经 got the science科学, we've我们已经 had the debate辩论.
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Andy Hobsbawm:我们已经拥有了科学,我们已经进行了辩论
02:57
The moral道德 imperative势在必行 is on the table.
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相应的道德准则也已尽人皆知
02:59
Great creativity创造力 is needed需要 to take it all,
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我们需要有伟大的创造力去处理这一切
03:01
make it simple简单 and sharp尖锐.
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让它变得简单明了
03:03
To make it connect. To make it make people want to act法案.
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去把它联系起来,让每一个人都愿意去行动起来
03:07
So this is a call, a plea恳求,
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所以这是对不可思议的天才般的TED社区的
03:09
to the incredibly令人难以置信 talented天才 TEDTED community社区.
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一个呼吁和请求
03:11
Let's get creative创作的 against反对 climate气候 change更改.
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让我们有创造性的去应对气候的变化
03:13
And let's do it soon不久. Thank you.
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让我们马上行动起来!谢谢
03:15
(Applause掌声)
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(鼓掌)
Translated by Tait Jiang
Reviewed by Yang Zhao

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ABOUT THE SPEAKER
Andy Hobsbawm - Internet entrepreneur
Andy 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.

More profile about the speaker
Andy Hobsbawm | Speaker | TED.com