TED2008
Andy Hobsbawm: Do the green thing
Endi Hobsbaum kaže: Uradite "zelenu stvar"
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Endi Hobsbaum govori o novoj reklamnoj kampanji za zaštitu životne sredine - i nekim od propratnih pogodnosti
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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Velika kreativnost. U teškim vremenima, potrebna nam je velika kreativnost.
00:17
Discuss. Great creativity is astonishingly, absurdly, rationally, irrationally powerful.
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Razgovarajte. Velika kreativnost je iznenađujuće, apsurdno, razumno, nerazumno moćna.
00:25
Great creativity can spread tolerance, champion freedom,
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Velika kreativnost može da širi toleranciju, da se bori za slobodu,
00:29
make education seem like a bright idea.
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da učini da obrazovanje izgleda kao dobra ideja.
00:32
(Laughter)
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(smeh )
00:33
Great creativity can turn a spotlight on deprivation,
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Velika kreativnost može da ukaže na siromaštvo
00:37
or show that deprivation ain't necessarily so.
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ili da pokaže da siromaštvo nije nužno takvo.
00:41
Great creativity can make politicians electable,
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Velika kreativnost može da učini da političari budu izabrani
00:44
or parties unelectable.
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ili da stranke to ne mogu biti.
00:47
It can make war seem like tragedy or farce.
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Može da učini da rat izgleda kao tragedija ili farsa.
00:51
Creativity is the meme-maker that puts slogans on our t-shirts
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Kreativnost je ideja koja stavlja slogane na naše majice
00:55
and phrases on our lips.
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i fraze u naša usta.
00:57
It's the pathfinder that shows us a simple road
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Vodič koji nam pokazuje jednostavan put
01:00
through an impenetrable moral maze.
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kroz teško prolazni moralni lavirint.
01:02
Science is clever, but great creativity is something less knowable,
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Nauka je pametna, ali velika kreativnost je nešto manje poznato,
01:07
more magical. And now we need that magic.
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ali više magično. A sada nam je potrebna ta magija.
01:10
This is a time of need.
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Ovo je teško vreme.
01:12
Our climate is changing quickly, too quickly.
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Naša klima se brzo menja, suviše brzo.
01:14
And great creativity is needed to do what it does so well:
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A velika kreativnost treba da učini ono što čini najbolje:
01:17
to provoke us to think differently with dramatic creative statements.
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da nas provocira da razmišljamo drugačije sa dramatičnim kreativnim izjavama.
01:21
To tempt us to act differently
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Da nas izaziva da se ponašamo drugačije
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with delightful creative scraps.
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sa zanosnim kreativnim beleškama.
01:26
Here is one such scrap from an initiative I'm involved in
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Evo jedne takve beleške nastale iz pokreta u koji sam uključen -
01:29
using creativity to inspire people to be greener.
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korišćenje kreativnosti da bi se ljudi inspirisali da doprinose zaštiti životne sredine.
01:32
(Video) Man: You know, rather than drive today, I'm going to walk.
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Snimak: Čovek: Znaš, radije ću prošetati danas, nego voziti.
01:36
Narrator: And so he walked, and as he walked he saw things.
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Pripovedač: I tako je on hodao i dok je hodao, video je stvari.
01:40
Strange and wonderful things he would not otherwise have seen.
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Čudne i divne stvari koje inače ne bi video.
01:44
A deer with an itchy leg. A flying motorcycle.
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Jelena koga svrbi noga. Leteći motor.
01:47
A father and daughter separated from a bicycle by a mysterious wall.
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Oca i ćerku odvojene od bicikla tajanstvenim zidom.
01:52
And then he stopped. Walking in front of him was her.
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I onda je stao. Ispred njega je hodala ona.
01:57
The woman who as a child had skipped with him through fields
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Žena koja je pobegla sa njim kroz polja dok su bili deca
02:00
and broken his heart.
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i slomila mu srce.
02:01
Sure, she had aged a little.
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Naravno, malo je ostarila.
02:03
In fact, she had aged a lot.
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Ustvari, mnogo je ostarila.
02:04
But he felt all his old passion for her return.
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Ali je on osetio kako se sve strasti prema njoj vraćaju.
02:07
"Ford," he called softly. For that was her name.
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"Ford", nežno je pozvao. Jer to je bilo njeno ime.
02:11
"Don't say another word, Gusty," she said,
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"Nemoj ništa više da kažeš, Gasti", ona reče,
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for that was his name.
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jer to je bilo njegovo ime.
02:14
"I know a tent next to a caravan, exactly 300 yards from here.
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"Znam za jedan šator blizu karavana, tačno 276 metara odavde.
02:19
Let's go there and make love. In the tent."
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Idemo tamo da vodimo ljubav. U šatoru."
02:22
Ford undressed. She spread one leg, and then the other.
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Ford se skinula. Razmaknula je jednu nogu, pa drugu nogu.
02:26
Gusty entered her boldly and made love to her rhythmically
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Gasti je ušao smelo i vodio ljubav sa njom u ritmu
02:30
while she filmed him, because she was a keen amateur pornographer.
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dok ga je ona snimala, jer je bila zagriženi pornografski amater.
02:33
The earth moved for both of them.
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Zemlja se pomerila za njih oboje.
02:35
And they lived together happily ever after.
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I zauvek su živeli srećno.
02:38
And all because he decided to walk that day.
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I sve zato što je on odlučio da toga dana pešači.
02:44
(Applause)
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( Aplauz )
02:54
Andy Hobsbawm: We've got the science, we've had the debate.
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Endi Hobsbaum: Imamo nauku, imamo diskusiju.
02:57
The moral imperative is on the table.
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Moralno načelo je na stolu.
02:59
Great creativity is needed to take it all,
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Velika kreativnost je potrebna da sve uzme u obzir,
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make it simple and sharp.
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i da to načini jednostavnim i jasnim.
03:03
To make it connect. To make it make people want to act.
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Da to poveže. Da načini da ljudi žele da reaguju.
03:07
So this is a call, a plea,
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Dakle, ovo je poziv, molba,
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to the incredibly talented TED community.
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neverovatno talentovanoj TED zajednici.
03:11
Let's get creative against climate change.
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Hajde da iskoristimo kreativnost protiv klimatskih promena.
03:13
And let's do it soon. Thank you.
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I hajde da to uradimo uskoro. Hvala vam.
03:15
(Applause)
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(Aplauz)
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