TED2008
Andy Hobsbawm: Do the green thing
Andy Hobsbawm sier: Gjør den grønne tingen
Filmed:
Readability: 4.2
485,325 views
Andy Hobsbawm deler en fersk reklamekampanje om å gå grønn -- og noen av frynsegodene.
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.
0
0
5000
Fremragende kreativitet. I nedgangstider trenger vi fremragende kreativitet.
00:17
Discuss. Great creativity is astonishingly, absurdly, rationally, irrationally powerful.
1
5000
8000
Diskutér. fremragende kreativitet er forbausende, absurd, rasjonelt, irrasjonelt mektig.
00:25
Great creativity can spread tolerance, champion freedom,
2
13000
4000
Fremragende kreativitet kan spre toleranse, forfekte frihet,
00:29
make education seem like a bright idea.
3
17000
3000
få utdanning til å virke som en god idé.
00:32
(Laughter)
4
20000
1000
(Latter)
00:33
Great creativity can turn a spotlight on deprivation,
5
21000
4000
Fremragende kreativitet kan sette søkelyset på deprivasjon,
00:37
or show that deprivation ain't necessarily so.
6
25000
4000
eller vise at deprivasjon ikke nødvendigvis er slik det er.
00:41
Great creativity can make politicians electable,
7
29000
3000
Fremragende kreativitet kan gjøre politikere valgbare,
00:44
or parties unelectable.
8
32000
3000
eller politiske partier uvalgbare.
00:47
It can make war seem like tragedy or farce.
9
35000
4000
Det kan få krig til å virke som en tragedie eller farse.
00:51
Creativity is the meme-maker that puts slogans on our t-shirts
10
39000
4000
Kreativitet er "meme"-produsenten som putter slagord på t-skjortene våre
00:55
and phrases on our lips.
11
43000
2000
og uttrykk i vår munn.
00:57
It's the pathfinder that shows us a simple road
12
45000
3000
Det er stifinneren som viser oss en enkel vei
01:00
through an impenetrable moral maze.
13
48000
2000
gjennom en ugjennomtrengbar moralsk labyrint.
01:02
Science is clever, but great creativity is something less knowable,
14
50000
5000
Vitenskap er smart, men fremragende kreativitet er mindre omgjengelig,
01:07
more magical. And now we need that magic.
15
55000
3000
mer magisk. Og nå trenger vi denne magien.
01:10
This is a time of need.
16
58000
2000
Dette er nedgangstid.
01:12
Our climate is changing quickly, too quickly.
17
60000
2000
Vårt klima endrer seg raskt, for raskt.
01:14
And great creativity is needed to do what it does so well:
18
62000
3000
Og fremragende kreativitet trengs for å gjøre det som det gjør så bra:
01:17
to provoke us to think differently with dramatic creative statements.
19
65000
4000
til å provosere oss til å tenke annerledes med dramatiske kreative uttrykk.
01:21
To tempt us to act differently
20
69000
2000
Til å friste oss til å handle forskjellig
01:23
with delightful creative scraps.
21
71000
3000
med fornøyelige kreative utklipp.
01:26
Here is one such scrap from an initiative I'm involved in
22
74000
3000
Her er et slik utklipp fra et initiativ jeg er involvert i
01:29
using creativity to inspire people to be greener.
23
77000
3000
som bruker kreativitet til å inspirere folk til å være mer miljøvennlige.
01:32
(Video) Man: You know, rather than drive today, I'm going to walk.
24
80000
4000
Video: Mann: Vet du, istedenfor å kjøre i dag, så skal jeg gå.
01:36
Narrator: And so he walked, and as he walked he saw things.
25
84000
4000
Forteller: Og så gikk han, og mens han gikk, så han ting.
01:40
Strange and wonderful things he would not otherwise have seen.
26
88000
4000
Rare og vidunderlige ting han ellers aldri ville ha sett.
01:44
A deer with an itchy leg. A flying motorcycle.
27
92000
3000
En hjort med en kløende fot. En flyvende motorsykkel.
01:47
A father and daughter separated from a bicycle by a mysterious wall.
28
95000
5000
En far og en datter separert fra en sykkel av en mystisk vegg.
01:52
And then he stopped. Walking in front of him was her.
29
100000
5000
Og så stoppet han. Gående foran ham, var hun.
01:57
The woman who as a child had skipped with him through fields
30
105000
2000
Kvinnen som hadde løpt sammen med ham gjennom enger som barn
02:00
and broken his heart.
31
108000
1000
og knust hans hjerte.
02:01
Sure, she had aged a little.
32
109000
2000
Utvilsomt hadde hun blitt litt eldre.
02:03
In fact, she had aged a lot.
33
111000
1000
Faktisk hadde hun blitt mye eldre.
02:04
But he felt all his old passion for her return.
34
112000
3000
Men han følte all den gamle lidenskapen for henne vende tilbake.
02:07
"Ford," he called softly. For that was her name.
35
115000
3000
"Ford" sa han forsiktig. For det var hennes navn.
02:11
"Don't say another word, Gusty," she said,
36
119000
2000
"Ikke si et ord til, Gusty", sa hun,
02:13
for that was his name.
37
121000
1000
for det var hans navn.
02:14
"I know a tent next to a caravan, exactly 300 yards from here.
38
122000
5000
"Jeg vet om et telt ved siden av en campingvogn, akkurat 100 meter herfra.
02:19
Let's go there and make love. In the tent."
39
127000
3000
La oss dra dit og elske. I teltet."
02:22
Ford undressed. She spread one leg, and then the other.
40
130000
4000
Ford kledde av seg. Hun åpnet en fot, og så den andre.
02:26
Gusty entered her boldly and made love to her rhythmically
41
134000
4000
Gusty entret henne bestemt og elsket med henne rytmisk
02:30
while she filmed him, because she was a keen amateur pornographer.
42
138000
3000
mens hun filmet ham, for hun var en ivrig amatørpornograf.
02:33
The earth moved for both of them.
43
141000
2000
Jorden beveget seg for dem begge.
02:35
And they lived together happily ever after.
44
143000
3000
Og de levde lykkelig sammen i alle sine dager.
02:38
And all because he decided to walk that day.
45
146000
5000
Og alt fordi han bestemte seg for å gå den dagen.
02:44
(Applause)
46
152000
10000
(Applaus)
02:54
Andy Hobsbawm: We've got the science, we've had the debate.
47
162000
3000
Andy Hobsbawn: Vi har vitenskapen, vi har hatt debatten.
02:57
The moral imperative is on the table.
48
165000
2000
Det moralske ansvaret ligger på bordet.
02:59
Great creativity is needed to take it all,
49
167000
2000
Fremragende kreativitet trengs for å gjøre budskapet
03:01
make it simple and sharp.
50
169000
2000
enkelt og virkningsfullt.
03:03
To make it connect. To make it make people want to act.
51
171000
4000
For å få det til å henge sammen. Å få folk til å ville gjøre noe.
03:07
So this is a call, a plea,
52
175000
2000
Så dette er et kall, en bønn,
03:09
to the incredibly talented TED community.
53
177000
2000
til det utrolig talentfulle TED-felleskapet.
03:11
Let's get creative against climate change.
54
179000
2000
La oss bli kreative mot klimaforandringer.
03:13
And let's do it soon. Thank you.
55
181000
2000
Og la oss gjøre det snart. Takk.
03:15
(Applause)
56
183000
1000
(Applaus)
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