TED2008
Andy Hobsbawm: Do the green thing
Andy Hobsbawm diu: Sigues ecològic
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Andy Hobsbawm comparteix una nova campanya de màrketing per tornar-se ecològic -- i alguns dels beneficis amagats.
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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Gran creativitat. Durant temps d'escassetat, necessitem d'una gran creativitat.
00:17
Discuss. Great creativity is astonishingly, absurdly, rationally, irrationally powerful.
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Discutir. La gran creativitat és sorprenentment, absurdament, racionalment i irracionalment poderosa.
00:25
Great creativity can spread tolerance, champion freedom,
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La gran creativitat pot escampar tolerància, enaltir la llibertat
00:29
make education seem like a bright idea.
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i fer que l'educació sembli una bona idea.
00:32
(Laughter)
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(Rialles)
00:33
Great creativity can turn a spotlight on deprivation,
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La gran creativitat pot il·luminar l'escassetat amb una llum poderosa,
00:37
or show that deprivation ain't necessarily so.
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o demostrar que aquesta escassetat no és necessàriament com sembla.
00:41
Great creativity can make politicians electable,
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La gran creativitat pot fer que votes per un polític,
00:44
or parties unelectable.
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o que un partit no siga votable
00:47
It can make war seem like tragedy or farce.
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Pot fer que la guerra sembli tragèdia o farsa.
00:51
Creativity is the meme-maker that puts slogans on our t-shirts
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La creativitat forma els memes que van com a slogans posats en les nostres samarretes
00:55
and phrases on our lips.
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i com a frases, posades als nostres llavis.
00:57
It's the pathfinder that shows us a simple road
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És la guia que ens mostra un camí simple
01:00
through an impenetrable moral maze.
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a través d'un laberint moral impenetrable.
01:02
Science is clever, but great creativity is something less knowable,
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La ciència és intel·ligent, però la gran creativitat és una cosa menys cognoscible,
01:07
more magical. And now we need that magic.
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més màgica. I ara ens cal aquesta màgia.
01:10
This is a time of need.
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Són temps de necessitat.
01:12
Our climate is changing quickly, too quickly.
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El nostre clima està canviant ràpidament, massa ràpid.
01:14
And great creativity is needed to do what it does so well:
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I la gran creativitat és necessària per fer el que aconsegueix fer tan bé:
01:17
to provoke us to think differently with dramatic creative statements.
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provocar-nos a pensar diferent a través de comunicats dramàticament creatius.
01:21
To tempt us to act differently
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Temptar-nos a actuar diferent.
01:23
with delightful creative scraps.
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a través de molles meravellosament creatives.
01:26
Here is one such scrap from an initiative I'm involved in
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Ací està una d'aquestes molles, d'una iniciativa a la qual pertanc,
01:29
using creativity to inspire people to be greener.
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que utilitza la creativitat per inspirar a la gent a ser més verds.
01:32
(Video) Man: You know, rather than drive today, I'm going to walk.
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Veu d'home en video: Saps, avui en lloc de conduir, caminaré.
01:36
Narrator: And so he walked, and as he walked he saw things.
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Narrador en video: I aleshores caminà, i mentre caminava va veure coses.
01:40
Strange and wonderful things he would not otherwise have seen.
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Coses estranyes i meravelloses que d'una altra manera no haguera vist.
01:44
A deer with an itchy leg. A flying motorcycle.
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Un cervo que li picava la cama. Una motocicleta voladora.
01:47
A father and daughter separated from a bicycle by a mysterious wall.
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Un pare i sa filla separats d'una bicicleta per una misteriosa paret.
01:52
And then he stopped. Walking in front of him was her.
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I aleshores es va detindre. Caminant davant d'ell estava ella.
01:57
The woman who as a child had skipped with him through fields
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La dona que de petita havia corregut amb ell pels camps
02:00
and broken his heart.
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i trencat el seu cor.
02:01
Sure, she had aged a little.
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Clar, havia envellit una mica.
02:03
In fact, she had aged a lot.
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De fet, havia envellit molt.
02:04
But he felt all his old passion for her return.
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Però va sentir que tornava tota la seva antiga passió per ella.
02:07
"Ford," he called softly. For that was her name.
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"Ford", li va cridar suaument. Aquest era el seu nom.
02:11
"Don't say another word, Gusty," she said,
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"No digues una altra paraula, Gusty", va dir ella
02:13
for that was his name.
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el nom d'ell.
02:14
"I know a tent next to a caravan, exactly 300 yards from here.
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"Conec una carpa al costat d'una casa remolc, exactament a 300 iardes d'ací.
02:19
Let's go there and make love. In the tent."
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Anem cap allà i fem l'amor. En la carpa."
02:22
Ford undressed. She spread one leg, and then the other.
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Ford es va llevar la roba. Va estendre una cama, i després l'altra.
02:26
Gusty entered her boldly and made love to her rhythmically
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Gusty va entrar atrevidament en ella i li va fer l'amor rítmicament
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while she filmed him, because she was a keen amateur pornographer.
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mentre ella el filmava, ja que era una dedicada pornògrafa amateur.
02:33
The earth moved for both of them.
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La terra es va moure per als dos.
02:35
And they lived together happily ever after.
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I van viure junts feliços per sempre.
02:38
And all because he decided to walk that day.
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I tot això va succeir perquè aquell dia va decidir caminar.
02:44
(Applause)
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(Aplaudiments)
02:54
Andy Hobsbawm: We've got the science, we've had the debate.
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Andy Hobsbawm: Ja tenim els avanços científics i ja vam tindre el debat.
02:57
The moral imperative is on the table.
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L'imperatiu moral està damunt la taula.
02:59
Great creativity is needed to take it all,
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Es necessita de gran creativitat per a prendre-ho tot,
03:01
make it simple and sharp.
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fer-ho simple i al punt
03:03
To make it connect. To make it make people want to act.
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Per a que connecti. Per a que faça a les persones voler actuar.
03:07
So this is a call, a plea,
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Així que aquesta és una crida, una petició,
03:09
to the incredibly talented TED community.
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per la increïblement talentosa comunitat TED.
03:11
Let's get creative against climate change.
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Posem-nos creatius en contra del canvi climàtic.
03:13
And let's do it soon. Thank you.
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I fem-ho aviat. Gràcies.
03:15
(Applause)
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(Aplaudiments)
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