ABOUT THE SPEAKER
Steven Addis - Brand strategist
Steven Addis is a father and photography buff who, by day, harnesses the power of branding for social change.

Why you should listen

In the late ‘80s, Steven Addis imagined a creative agency that merged strategy and design, breaking down the walls between strategists, copywriters and designers. That vision evolved into Addis Creson, a brand strategy firm set on creating positive change by working with clients to market meaningful products and to improve their social benefit. The firm is behind the rapid rise of Kashi, the naming of Shutterfly and the launching of the sustainably raised salmon brand, Verlasso.

A photographer, film buff and writer, Addis began documenting the evolution of branding as the online world took shape. An avid traveler and supporter of the arts, he also advises businesses and non-profits through board work for the UC Berkeley Art Museum & Pacific Film Archive and MapLight.

More profile about the speaker
Steven Addis | Speaker | TED.com
TED2012

Steven Addis: A father-daughter bond, one photo at a time

Steven Addis: Isa ja tütre vaheline side ühe foto kaupa

Filmed:
1,553,695 views

Kaua aega tagasi seisis Steve Addis New Yorgi tänavanurgal, hoides süles oma 1-aastast tütart, tema naine tegi neist pilti. See foto pani alguse isa-tütre traditsioonile, mida järgides teevad Addis ja tema tütar igal aastal samal tänavanurgal samasuguse pildi. Addis näitab kuulajatele 15 fotot sellest seeriast ning selgitab, mis nende väikese rituaali niivõrd oluliseks teeb.
- Brand strategist
Steven Addis is a father and photography buff who, by day, harnesses the power of branding for social change. Full bio

Double-click the English transcript below to play the video.

00:16
PhotographyFotograafia has been my passionkirg
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Fotograafia on olnud minu kirg ajast,
00:17
ever sincesest I was oldvana enoughpiisav to pickkorjama up a camerakaamera,
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mil olin piisavalt vana, et kaamerat käes hoida,
00:20
but todaytäna I want to sharejagada with you
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kuid täna soovin teiega jagada
00:23
the 15 mostkõige rohkem treasuredhinnatud photosfotod of minemine,
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15 oma kõige väärtuslikumat fotot.
00:26
and I didn't take any of them.
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Ja mina pole neist ühegi autor.
00:27
There were no artart directorsdirektorid, no stylistsstilistid,
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Mängus polnud kunstilisi juhte ega stiliste,
00:30
no chancevõimalus for reshootsreshoots, not even any regardpidage meeles for lightingvalgustus.
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neid ei olnud vaja uuesti pildistada ning isegi valgustus ei olnud oluline.
00:35
In factfakt, mostkõige rohkem of them were takenvõetud by randomjuhuslikult touriststuristid.
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Tegelikult on enamuse autoriteks turistidest möödakäijad.
00:39
My storylugu beginsalgab
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Mu lugu algab
00:41
when I was in NewUus YorkYork CityCity for a speakingrääkides engagementkaasamine,
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tööreisiga New Yorki,
00:43
and my wifeatskirų tangytitikartlartisk tookvõttis this picturepilt of me holdinghoidmine my daughtertütar
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kus mu naine tegi minust pildi, millel hoian süles oma tütart
00:46
on her first birthdaysünnipäev. We're on the cornernurk of 57thth and 5thth.
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tema esimesel sünnipäeval. Olime 57. ja 5. tänava nurgal.
00:50
We happenedjuhtus to be back in NewUus YorkYork exactlytäpselt a yearaastas laterhiljem,
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Täpselt aasta hiljem sattusime taas New Yorki
00:54
so we decidedotsustasin to take the samesama picturepilt.
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ja otsustasime teha samasuguse pildi.
00:57
Well you can see where this is going.
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Ilmselt aimate, kuhu lugu tüürib.
00:59
ApproachingLäheneb my daughter'stütre thirdkolmas birthdaysünnipäev,
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Tütre kolmanda sünnipäeva lähenedes
01:01
my wifeatskirų tangytitikartlartisk said, "Hey, why don't you take SabinaSabina back to NewUus YorkYork
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ütles naine: "Minge Sabinaga jälle New Yorki
01:04
and make it a father-daughterisa-tütar tripreisi, and continuejätkake the ritualrituaal?"
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isa-tütre reisile ning jätkake traditsiooni."
01:08
This is when we startedalgas askingpaludes passingmööduv touriststuristid to take the picturepilt.
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Sellest alates palusime mööduvatel turistidel meid pildistada.
01:11
You know, it's remarkabletähelepanuväärne how universaluniversaalne
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On lausa imestusväärne, kui levinud
01:14
the gesturežest is of handingkättetoimetamine your camerakaamera to a totalkokku strangervõõras.
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on žest ulatada oma kaamera võhivõõrale.
01:17
No one'süks ever refusedtagasi lükatud, and luckilyõnneks no one'süks ever runjooksma off with our camerakaamera.
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Ealeski pole keegi keeldunud ning õnneks pole keegi ka kunagi kaameraga ära jooksnud.
01:22
Back then, we had no ideaidee how much this tripreisi would changemuutus our liveselab.
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Sel ajal polnud meil aimugi, kui palju see reis meie elu muudab.
01:26
It's really becomesaada sacredpüha to us.
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See on tõesti meile pühaks saanud.
01:28
This one was takenvõetud just weeksnädalat after 9/11,
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See siin on tehtud nädal pärast 11. septembri terrorirünnakut,
01:30
and I foundleitud myselfise tryingproovin to explainseletama what had happenedjuhtus that day
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tol päeval avastasin end püüdmas juhtunut selgitada
01:35
in waysviisid a five-year-oldviie-aastane could understandmõista.
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sel moel, et 5-aastane seda mõista suudaks.
01:37
So these photosfotod are farkaugel more than proxiesvolikirju
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Need pildid palju enamat kui ühe hetke
01:40
for a singleüksi momenthetk, or even a specificspetsiifiline tripreisi.
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või isegi kindla reisi vahendajad.
01:43
They're alsoka waysviisid for us to freezekülmutama time
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Need võimaldavad meil ühel nädalal oktoobris
01:46
for one weeknädal in OctoberOktoober
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aja seisma panna,
01:50
and reflectpeegeldama on our timeskorda
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möödunud aegu meenutada
01:53
and how we changemuutus from yearaastas to yearaastas,
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ning näha, kuidas me muutume aastate vältel
01:55
and not just physicallyfüüsiliselt, but in everyigaüks way.
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nii füüsiliselt, kui igas muus mõttes.
01:58
Because while we take the samesama photofoto,
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Sest ajaperioodil, mil neid samu pilte teeme,
02:00
our perspectivesperspektiivid changemuutus,
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meie vaated muutuvad,
02:02
and she reachesjõuab newuus milestonesverstapostid,
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tema jõuab uute verstapostideni
02:06
and I get to see life throughläbi her eyessilmad,
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ning mul õnnestub näha elu läbi tema silmade,
02:08
and how she interactssuhtleb with and seesnäeb everything.
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läbi selle, kuidas ta suhtleb ning ümbritsevat tajub.
02:13
This very focusedkeskendunud time we get to spendkulutama togetherkoos
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See teineteisele pühendatud aeg, mida koos veedame,
02:16
is something we cherishhellitada and anticipateennustada the entireterve yearaastas.
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on miski, mida me terve aasta väärtustame ning ootame.
02:21
RecentlyHiljuti, on one tripreisi, we were walkingjalgsi,
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Hiljuti ühel reisil, kui me parasjagu kõndisime,
02:24
and she stopspeatub deadsurnud in her trackslugusid,
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peatus ta äkitselt
02:26
and she pointspunkte to a redpunane awningvarikatus of the dollnukk storepoodi
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ning osutas ühe nukupoe punasele päevavarjule,
02:30
that she lovedarmastatud when she was little
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mis oli talle väiksena alati meeldinud
02:32
on our earliervarem tripsreisid.
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meie eelmistel reisidel.
02:35
And she describeskirjeldab to me the feelingtunne she felttundsin
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Ja ta kirjeldas mulle oma tundeid, mida ta
02:37
as a five-year-oldviie-aastane standingseisab in that exacttäpne spotkohapeal.
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5-aastasena tundis täpselt sama koha peal seistes.
02:41
She said she remembersmäletab her heartsüda burstinglõhkemist out of her chestrind
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Ta ütles, et ta mäletab teda vallanud rõõmutunnet,
02:44
when she saw that placekoht for the very first time
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kui ta seda kohta 9 aastat tagasi
02:46
nineüheksa yearsaastaid earliervarem.
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esimest korda nägi.
02:49
And now what she's looking at in NewUus YorkYork
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Ja nüüd käib ta New Yorgis
02:51
are collegeskolledžid,
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otsimas ülikoole,
02:53
because she's determinedkindlaks määratud to go to schoolkooli in NewUus YorkYork.
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sest ta on pähe võtnud sinna õppima minna.
02:56
And it hittabas me: One of the mostkõige rohkem importantoluline things
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Ja äkki ma taipasin, et ühel kõige olulisemal kohal meie elus
02:59
we all make are memoriesmälestused.
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on mälestused.
03:03
So I want to sharejagada the ideaidee of takingvõttes an activeaktiivne rolerolli
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Seega soovin ma kutsuda inimesi üles ohje enda kätte haarama
03:07
in consciouslyteadlikult creatingluues memoriesmälestused.
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ning teadlikult mälestusi looma.
03:10
I don't know about you, but asidekõrvale from these 15 shotskaadrid,
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Ma ei tea, kuidas on teiega, kuid peale nende 15 foto
03:13
I'm not in manypalju of the familyperekond photosfotod.
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ei ole mind just paljudel perepiltidel,
03:15
I'm always the one takingvõttes the picturepilt.
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mina olen alati pildistaja.
03:17
So I want to encouragejulgustada everyonekõik todaytäna
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Ma tahaksin täna kõiki julgustada
03:20
to get in the shottulistas,
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pildile jääma
03:22
and don't hesitatekõhkle to go up to someonekeegi and askküsi,
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ning mitte kõhklema küsida:
03:25
"Will you take our picturepilt?"
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"Kas te teeksite meist pilti?"
03:27
Thank you. (ApplauseAplaus)
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Ma tänan teid. (Aplaus)
Translated by Iris Vilu
Reviewed by Mailis Laos

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ABOUT THE SPEAKER
Steven Addis - Brand strategist
Steven Addis is a father and photography buff who, by day, harnesses the power of branding for social change.

Why you should listen

In the late ‘80s, Steven Addis imagined a creative agency that merged strategy and design, breaking down the walls between strategists, copywriters and designers. That vision evolved into Addis Creson, a brand strategy firm set on creating positive change by working with clients to market meaningful products and to improve their social benefit. The firm is behind the rapid rise of Kashi, the naming of Shutterfly and the launching of the sustainably raised salmon brand, Verlasso.

A photographer, film buff and writer, Addis began documenting the evolution of branding as the online world took shape. An avid traveler and supporter of the arts, he also advises businesses and non-profits through board work for the UC Berkeley Art Museum & Pacific Film Archive and MapLight.

More profile about the speaker
Steven Addis | Speaker | TED.com

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