TED2008
Andy Hobsbawm: Do the green thing
Andy Hobsbawm siger: Vær miljørigtig
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Andy Hobsbawm viser en ny reklamekampagne om miljørigtighed -- og nogle af frynsegoderne.
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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Imponerende kreativitet. I tider af behov, er der behov for imponerende kreativitet.
00:17
Discuss. Great creativity is astonishingly, absurdly, rationally, irrationally powerful.
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Imponerende kreativitet er forbløffende, tåbelig, rationel, uforståelig magtfuld.
00:25
Great creativity can spread tolerance, champion freedom,
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Imponerende kreativitet kan sprede tolerance, forfægte frihed,
00:29
make education seem like a bright idea.
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gøre uddannelse til en god idé.
00:32
(Laughter)
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(Folk griner)
00:33
Great creativity can turn a spotlight on deprivation,
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Imponerende kreativitet kan sætte fokus på deprivation
00:37
or show that deprivation ain't necessarily so.
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eller vise, at deprivation ikke nødvendigvis er tilfældet.
00:41
Great creativity can make politicians electable,
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Imponerende kreativitet kan gøre politikere udnævnelsesværdige,
00:44
or parties unelectable.
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eller partier uværdige.
00:47
It can make war seem like tragedy or farce.
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Det kan få krig til at virke tragisk eller som en farce.
00:51
Creativity is the meme-maker that puts slogans on our t-shirts
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Det er kreativitet, som skaber slogans til vores t-shirts
00:55
and phrases on our lips.
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og udtryk på vores læber.
00:57
It's the pathfinder that shows us a simple road
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Den viser os den nemme vej
01:00
through an impenetrable moral maze.
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gennem en uforståelig moralsk labyrint.
01:02
Science is clever, but great creativity is something less knowable,
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Videnskab er smart, men imponerende kreativitet er noget, vi ved mindre om,
01:07
more magical. And now we need that magic.
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mere magisk, og det er nu vi har brug for den magi.
01:10
This is a time of need.
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Det er nu, vi har et behov.
01:12
Our climate is changing quickly, too quickly.
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Vores klima ændrer sig hurtigt, alt for hurtigt.
01:14
And great creativity is needed to do what it does so well:
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Og der er behov for at kreativitet skal gøre det, den er så god til:
01:17
to provoke us to think differently with dramatic creative statements.
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at tvinge os til at tænke anderledes med dramatisk kreative budskaber.
01:21
To tempt us to act differently
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For at lokke os til at handle på en ny måde
01:23
with delightful creative scraps.
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med kreative glansbilleder.
01:26
Here is one such scrap from an initiative I'm involved in
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Her er sådan et eksempel, fra et initiativ, som jeg er involveret i,
01:29
using creativity to inspire people to be greener.
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som bruger kreativitet til at inspirere folk til at blive grønnere.
01:32
(Video) Man: You know, rather than drive today, I'm going to walk.
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(Video) Mand: I dag tror jeg at jeg vil gå, frem for at køre.
01:36
Narrator: And so he walked, and as he walked he saw things.
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Fortæller: Og så gik han, og mens han gik, så han ting.
01:40
Strange and wonderful things he would not otherwise have seen.
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Underlige og vidunderlige ting, som han normalvis ikke havde set.
01:44
A deer with an itchy leg. A flying motorcycle.
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En hjort med et kløende ben. En flyvende motorcykel.
01:47
A father and daughter separated from a bicycle by a mysterious wall.
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En far med sin datter, adskilt fra en cykel af en mystisk væg.
01:52
And then he stopped. Walking in front of him was her.
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Og så stoppede han. Foran ham gik hun.
01:57
The woman who as a child had skipped with him through fields
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Kvinden, som han som barn havde løbet gennem marker med
02:00
and broken his heart.
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og knust hans hjerte.
02:01
Sure, she had aged a little.
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Ja, hun var da blevet lidt ældre.
02:03
In fact, she had aged a lot.
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Faktisk var hun blevet meget ældre.
02:04
But he felt all his old passion for her return.
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Men han mærkede fortidens lidenskab genopstå.
02:07
"Ford," he called softly. For that was her name.
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"Ford," sagde han blidt. For det var hendes navn.
02:11
"Don't say another word, Gusty," she said,
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"Lad vær' med at sige mere, Gusty," svarede hun,
02:13
for that was his name.
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for det var hans navn.
02:14
"I know a tent next to a caravan, exactly 300 yards from here.
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"Jeg ved, hvor der står et telt ved en campingvogn, 300 meter herfra.
02:19
Let's go there and make love. In the tent."
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Lad os tage derhen og elske, i teltet."
02:22
Ford undressed. She spread one leg, and then the other.
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Ford tog tøjet af. Hun spredte det ene ben, og så det andet.
02:26
Gusty entered her boldly and made love to her rhythmically
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Gusty trængte ind i hende med stort mod og elskede med hende, rytmisk,
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while she filmed him, because she was a keen amateur pornographer.
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mens hun filmede ham, da hun var ivrig amatørpornofotograf.
02:33
The earth moved for both of them.
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De mærkede begge jorden ryste.
02:35
And they lived together happily ever after.
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Og de levede lykkeligt til deres dages ende.
02:38
And all because he decided to walk that day.
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Alt sammen, fordi han valgte at gå den dag.
02:44
(Applause)
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(Folk klapper)
02:54
Andy Hobsbawm: We've got the science, we've had the debate.
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Vi har videnskaben, vi har haft debatten.
02:57
The moral imperative is on the table.
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Den moralske nødvendighed er foran os.
02:59
Great creativity is needed to take it all,
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Der skal imponerende kreativitet til,
03:01
make it simple and sharp.
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for at gøre det simpelt og effektivt.
03:03
To make it connect. To make it make people want to act.
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For at samle det, så det giver folk lyst til at handle.
03:07
So this is a call, a plea,
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Så dette er et opråb, en bøn,
03:09
to the incredibly talented TED community.
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til det utrolig talentfulde TED publikum.
03:11
Let's get creative against climate change.
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Lad os blive kreative omkring klimaforandringerne.
03:13
And let's do it soon. Thank you.
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Og lad os gøre det snart. Tak.
03:15
(Applause)
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(Folk klapper)
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