ABOUT THE SPEAKER
Andy Hobsbawm - Internet entrepreneur
Andy 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.

More profile about the speaker
Andy Hobsbawm | Speaker | TED.com
TED2008

Andy Hobsbawm: Do the green thing

Andy Hobsbawm siger: Vær miljørigtig

Filmed:
485,325 views

Andy Hobsbawm viser en ny reklamekampagne om miljørigtighed -- og nogle af frynsegoderne.
- Internet entrepreneur
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 creativitykreativitet. In timesgange of need, we need great creativitykreativitet.
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Imponerende kreativitet. I tider af behov, er der behov for imponerende kreativitet.
00:17
DiscussDiskuter. Great creativitykreativitet is astonishinglyforbavsende, absurdlyabsurd, rationallyrationelt, irrationallyirrationelt powerfulkraftfuld.
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Imponerende kreativitet er forbløffende, tåbelig, rationel, uforståelig magtfuld.
00:25
Great creativitykreativitet can spreadsprede tolerancetolerance, championchampion freedomfrihed,
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Imponerende kreativitet kan sprede tolerance, forfægte frihed,
00:29
make educationuddannelse seemsynes like a brightlyse ideaide.
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gøre uddannelse til en god idé.
00:32
(LaughterLatter)
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(Folk griner)
00:33
Great creativitykreativitet can turntur a spotlightSpotlight on deprivationafsavn,
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Imponerende kreativitet kan sætte fokus på deprivation
00:37
or showat vise that deprivationafsavn ain'ter ikke necessarilynødvendigvis so.
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eller vise, at deprivation ikke nødvendigvis er tilfældet.
00:41
Great creativitykreativitet can make politicianspolitikere electableelectable,
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Imponerende kreativitet kan gøre politikere udnævnelsesværdige,
00:44
or partiesparter unelectableunelectable.
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eller partier uværdige.
00:47
It can make warkrig seemsynes like tragedytragedie or farcefarce.
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Det kan få krig til at virke tragisk eller som en farce.
00:51
CreativityKreativitet is the meme-makermeme-maker that putsputs slogansslogans on our t-shirtsT-shirts
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Det er kreativitet, som skaber slogans til vores t-shirts
00:55
and phrasessætninger on our lipslæber.
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og udtryk på vores læber.
00:57
It's the pathfinderPathfinder that showsviser sig us a simpleenkel roadvej
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Den viser os den nemme vej
01:00
throughigennem an impenetrableuigennemtrængelig moralmoralsk mazelabyrint.
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gennem en uforståelig moralsk labyrint.
01:02
ScienceVidenskab is cleverdygtig, but great creativitykreativitet is something lessmindre knowableknowable,
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Videnskab er smart, men imponerende kreativitet er noget, vi ved mindre om,
01:07
more magicalmagiske. And now we need that magicmagi.
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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 climateklima is changingskiftende quicklyhurtigt, too quicklyhurtigt.
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Vores klima ændrer sig hurtigt, alt for hurtigt.
01:14
And great creativitykreativitet is neededhavde brug for 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 provokeprovokere us to think differentlyforskelligt with dramaticdramatisk creativekreativ statementsudsagn.
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at tvinge os til at tænke anderledes med dramatisk kreative budskaber.
01:21
To temptfriste us to acthandling differentlyforskelligt
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For at lokke os til at handle på en ny måde
01:23
with delightfuldejlige creativekreativ scrapsscraps.
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med kreative glansbilleder.
01:26
Here is one suchsådan scrapskrot from an initiativeinitiativ I'm involvedinvolveret in
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Her er sådan et eksempel, fra et initiativ, som jeg er involveret i,
01:29
usingved brug af creativitykreativitet to inspireinspirere people to be greenergrønnere.
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som bruger kreativitet til at inspirere folk til at blive grønnere.
01:32
(VideoVideo) Man: You know, ratherhellere than drivekøre todayi dag, 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
NarratorOplæser: And so he walkedgik, and as he walkedgik he saw things.
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Fortæller: Og så gik han, og mens han gik, så han ting.
01:40
StrangeMærkelig and wonderfulvidunderlig things he would not otherwiseEllers have seenset.
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Underlige og vidunderlige ting, som han normalvis ikke havde set.
01:44
A deerrådyr with an itchykløende legBen. A flyingflyvende motorcyclemotorcykel.
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En hjort med et kløende ben. En flyvende motorcykel.
01:47
A fatherfar and daughterdatter separatedadskilt from a bicyclecykel by a mysteriousmystisk wallvæg.
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En far med sin datter, adskilt fra en cykel af en mystisk væg.
01:52
And then he stoppedholdt op. WalkingWalking in frontforan of him was her.
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Og så stoppede han. Foran ham gik hun.
01:57
The womankvinde who as a childbarn had skippedsprunget over with him throughigennem fieldsfelter
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Kvinden, som han som barn havde løbet gennem marker med
02:00
and brokengået i stykker his hearthjerte.
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og knust hans hjerte.
02:01
Sure, she had agedalderen a little.
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Ja, hun var da blevet lidt ældre.
02:03
In factfaktum, she had agedalderen a lot.
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Faktisk var hun blevet meget ældre.
02:04
But he feltfølte all his oldgammel passionpassion for her returnVend tilbage.
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Men han mærkede fortidens lidenskab genopstå.
02:07
"FordFord," he calledhedder softlysagte. For that was her namenavn.
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"Ford," sagde han blidt. For det var hendes navn.
02:11
"Don't say anotheren anden wordord, GustyGusty," she said,
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"Lad vær' med at sige mere, Gusty," svarede hun,
02:13
for that was his namenavn.
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for det var hans navn.
02:14
"I know a tenttelt nextNæste to a caravancampingvogn, exactlyNemlig 300 yardsyards 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 tenttelt."
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Lad os tage derhen og elske, i teltet."
02:22
FordFord undressedklædte. She spreadsprede one legBen, and then the other.
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Ford tog tøjet af. Hun spredte det ene ben, og så det andet.
02:26
GustyGusty enteredindtastet her boldlydristigt and madelavet love to her rhythmicallyrytmisk
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Gusty trængte ind i hende med stort mod og elskede med hende, rytmisk,
02:30
while she filmedfilmet him, because she was a keenopsat amateuramatør pornographerpornographer.
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mens hun filmede ham, da hun var ivrig amatørpornofotograf.
02:33
The earthjorden movedflyttet for bothbegge of them.
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De mærkede begge jorden ryste.
02:35
And they livedlevede togethersammen happilylykkeligt ever after.
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Og de levede lykkeligt til deres dages ende.
02:38
And all because he decidedbesluttede to walk that day.
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Alt sammen, fordi han valgte at gå den dag.
02:44
(ApplauseBifald)
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(Folk klapper)
02:54
AndyAndy HobsbawmHobsbawm: We'veVi har got the sciencevidenskab, we'vevi har had the debatedebat.
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Vi har videnskaben, vi har haft debatten.
02:57
The moralmoralsk imperativebydende nødvendigt is on the tabletabel.
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Den moralske nødvendighed er foran os.
02:59
Great creativitykreativitet is neededhavde brug for to take it all,
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Der skal imponerende kreativitet til,
03:01
make it simpleenkel and sharpskarp.
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for at gøre det simpelt og effektivt.
03:03
To make it connectforbinde. To make it make people want to acthandling.
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For at samle det, så det giver folk lyst til at handle.
03:07
So this is a call, a pleaanbringende,
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Så dette er et opråb, en bøn,
03:09
to the incrediblyutroligt talentedtalentfuld TEDTED communityfællesskab.
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til det utrolig talentfulde TED publikum.
03:11
Let's get creativekreativ againstmod climateklima changelave om.
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Lad os blive kreative omkring klimaforandringerne.
03:13
And let's do it soonsnart. Thank you.
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Og lad os gøre det snart. Tak.
03:15
(ApplauseBifald)
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(Folk klapper)
Translated by Jan Henriksen
Reviewed by Morten Kelder Skouboe

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ABOUT THE SPEAKER
Andy Hobsbawm - Internet entrepreneur
Andy 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.

More profile about the speaker
Andy Hobsbawm | Speaker | TED.com