TED2008
Andy Hobsbawm: Do the green thing
Andy Hobsbawm vraví: Urob niečo zelené
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Andy Hobsbawm sa delí a novú reklamnú kampaň - a niektoré z jej výhod.
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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Veľká tvorivosť. V čase núdze potrebujeme veľkú tvorivosť.
00:17
Discuss. Great creativity is astonishingly, absurdly, rationally, irrationally powerful.
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Diskutuj. Veľká tvorivosť je úžasne, absurdne, racionálne a iracionálne silná.
00:25
Great creativity can spread tolerance, champion freedom,
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Veľká tvorivosť môže šíriť toleranciu, podporovať slobody,
00:29
make education seem like a bright idea.
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urobiť zo vzdelávania niečo ako skvelý nápad.
00:32
(Laughter)
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(Smiech)
00:33
Great creativity can turn a spotlight on deprivation,
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Veľká tvorivosť môže obrátiť pozornosť na depriváciu,
00:37
or show that deprivation ain't necessarily so.
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alebo ukázať, že deprivácia nie je na mieste.
00:41
Great creativity can make politicians electable,
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Veľká tvorivosť môže urobiť politikov zvoliteľnejšími
00:44
or parties unelectable.
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alebo strany nevoliteľné.
00:47
It can make war seem like tragedy or farce.
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Môže vykresliť vojnu ako tragédiu alebo frašku.
00:51
Creativity is the meme-maker that puts slogans on our t-shirts
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Tvorivosť je imitátorom, ktorý vkladá na tričká slogany
00:55
and phrases on our lips.
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a frázy do našich úst.
00:57
It's the pathfinder that shows us a simple road
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Tvorivosť je priekopníkom, ktorý nám ukazuje jednoduchú cestu
01:00
through an impenetrable moral maze.
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cez nepriestupné morálne bludisko.
01:02
Science is clever, but great creativity is something less knowable,
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Veda je múdra, ale veľká tvorivosť je niečo menej znateľné,
01:07
more magical. And now we need that magic.
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o to viac magické. A teraz potrebujeme to magické.
01:10
This is a time of need.
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Teraz je čas núdze.
01:12
Our climate is changing quickly, too quickly.
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Naše podnebie sa mení rýchlo, až príliš rýchlo.
01:14
And great creativity is needed to do what it does so well:
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A veľká tvorivosť je potrebná, aby urobila, čo robí tak dobre:
01:17
to provoke us to think differently with dramatic creative statements.
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aby vyvolala rozdielne myslenie s dramatickými, tvorivými vyhláseniami.
01:21
To tempt us to act differently
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Aby nás zviedla k inému konaniu,
01:23
with delightful creative scraps.
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ktoré bude plné príjemne tvorivých drobností.
01:26
Here is one such scrap from an initiative I'm involved in
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Tu je jedna tvorivá drobnosť vytvorená z iniciatívy, do ktorej som zapojený,
01:29
using creativity to inspire people to be greener.
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ktorá sa snaží pomocou kreativity inšpirovať ľudí, aby boli ekologickejší.
01:32
(Video) Man: You know, rather than drive today, I'm going to walk.
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(Video) Muž: Viete, radšej než autom, pôjdem dnes peši.
01:36
Narrator: And so he walked, and as he walked he saw things.
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Rozprávač: A tak šiel, a keď šiel, uvidel veci.
01:40
Strange and wonderful things he would not otherwise have seen.
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Podivné a úžasné veci, ktoré by inak nevidel.
01:44
A deer with an itchy leg. A flying motorcycle.
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Jeleň so svrbiacou nohou. Lietajúci motocykel.
01:47
A father and daughter separated from a bicycle by a mysterious wall.
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Otec a dcéra oddelení od bicykla tajomným múrom.
01:52
And then he stopped. Walking in front of him was her.
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A potom sa zastavil. Ona kráčala priamo pred ním.
01:57
The woman who as a child had skipped with him through fields
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Žena, ktorá s ním ako dieťa skákala cez pole
02:00
and broken his heart.
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a zlomila mu srdce.
02:01
Sure, she had aged a little.
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Iste, odvtedy ostarla trochu.
02:03
In fact, she had aged a lot.
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V skutočnosti zostarla dosť.
02:04
But he felt all his old passion for her return.
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Ale on ucítil všetky svoje staré vášne pre ňu.
02:07
"Ford," he called softly. For that was her name.
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"Ford," povedal ticho. To bolo jej meno.
02:11
"Don't say another word, Gusty," she said,
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"Nehovor ani slovo, Gusty," povedala.
02:13
for that was his name.
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To bolo jeho meno.
02:14
"I know a tent next to a caravan, exactly 300 yards from here.
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„Viem o stane vedľa karavanu, presne 300 metrov odtiaľto.
02:19
Let's go there and make love. In the tent."
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Poďme sa tam milovať. V stane."
02:22
Ford undressed. She spread one leg, and then the other.
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Ford sa vyzliekla. Roztiahla jednu nohu, a potom druhú.
02:26
Gusty entered her boldly and made love to her rhythmically
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Gusty do nej tvrdo vnikol a miloval sa s ňou rytmicky,
02:30
while she filmed him, because she was a keen amateur pornographer.
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zatiaľ čo ona ho filmovala, pretože bola horlivou amatérskou porno-fotografkou.
02:33
The earth moved for both of them.
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Zem sa pohla pre nich oboch.
02:35
And they lived together happily ever after.
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A žili spolu šťastne až do smrti.
02:38
And all because he decided to walk that day.
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A to všetko preto, že sa rozhodol ísť v ten deň peši.
02:44
(Applause)
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(Potlesk)
02:54
Andy Hobsbawm: We've got the science, we've had the debate.
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Andy Hobsbawm: Máme vedu, mali sme už debatu.
02:57
The moral imperative is on the table.
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Morálny imperatív je na stole.
02:59
Great creativity is needed to take it all,
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Veľká tvorivosť je potrebná, aby vzala všetko to podstatné
03:01
make it simple and sharp.
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a urobila to jednoduchých a výstižným.
03:03
To make it connect. To make it make people want to act.
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Aby sa všetko spojilo. Aby podnietila ľudí, aby ľudia samy od seba chceli konať.
03:07
So this is a call, a plea,
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Tak toto je výzva či prosba,
03:09
to the incredibly talented TED community.
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adresovaná neuveriteľne talentovanej komunite TED-u.
03:11
Let's get creative against climate change.
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Buďme tvoriví proti zmene klímy.
03:13
And let's do it soon. Thank you.
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A urobme to hneď. Ďakujeme vám.
03:15
(Applause)
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(Potlesk)
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