TED2008
Andy Hobsbawm: Do the green thing
Andy Hobsbawm: Pridonosite zaštiti okoliša
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Andy Hobsbawm predstavlja novu reklamnu kampanju o pridonošenju zaštiti okoliša -- i neke usputne blagodati.
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 vremenima potrebe
potrebna nam je velika kreativnost.
potrebna nam je velika kreativnost.
00:17
Discuss. Great creativity is astonishingly, absurdly, rationally, irrationally powerful.
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Raspravite. Velika kreativnost je zadivljujuće,
apsurdno, razumno, nerazumno snažna.
apsurdno, razumno, nerazumno snažna.
00:25
Great creativity can spread tolerance, champion freedom,
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Velika kreativnost može širiti toleranciju,
biti pobornik slobode,
biti pobornik slobode,
00:29
make education seem like a bright idea.
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učiniti obrazovanje sjajnom idejom.
00:32
(Laughter)
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(Smijeh)
00:33
Great creativity can turn a spotlight on deprivation,
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Velika kreativnost može staviti
naglasak na siromaštvo
naglasak na siromaštvo
00:37
or show that deprivation ain't necessarily so.
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i pokazati da ono nije nužno.
00:41
Great creativity can make politicians electable,
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Velika kreativnost može učiniti
da političari budu izabrani
da političari budu izabrani
00:44
or parties unelectable.
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ili da se stranke ne izaberu.
00:47
It can make war seem like tragedy or farce.
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Rat može učiniti tragedijom ili farsom.
00:51
Creativity is the meme-maker that puts slogans on our t-shirts
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Kreativnost je ideja što postavlja
slogane na naše majice
slogane na naše majice
00:55
and phrases on our lips.
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i fraze na naše usne.
00:57
It's the pathfinder that shows us a simple road
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Vodič je koji pokazuje jednostavan put
01:00
through an impenetrable moral maze.
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kroz neprobojan moralni labirint.
01:02
Science is clever, but great creativity is something less knowable,
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Znanost je pametna,
ali velika kreativnost nešto je što se manje zna,
ali velika kreativnost nešto je što se manje zna,
01:07
more magical. And now we need that magic.
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čarobnija je. A u ovom trenutku trebamo čaroliju.
01:10
This is a time of need.
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Ovo je vrijeme potrebe.
01:12
Our climate is changing quickly, too quickly.
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Klima se mijenja brzo, prebrzo.
01:14
And great creativity is needed to do what it does so well:
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Velika kreativnost potrebna je
da bi činila ono što čini tako dobro:
da bi činila ono što čini tako dobro:
01:17
to provoke us to think differently with dramatic creative statements.
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poticati nas da razmišljamo drugačije
s dramatičnim kreativnim izjavama.
s dramatičnim kreativnim izjavama.
01:21
To tempt us to act differently
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Dovesti nas u iskušenje da se drugačije ponašamo
01:23
with delightful creative scraps.
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s predivnim kreativnim komadićima.
01:26
Here is one such scrap from an initiative I'm involved in
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Evo jednog takvog komadića koji je nastao
iz inicijative u koju sam uključen,
iz inicijative u koju sam uključen,
01:29
using creativity to inspire people to be greener.
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a koristi kreativnost da bi inspirirala ljude
da pridonose zaštiti okoliša.
da pridonose zaštiti okoliša.
01:32
(Video) Man: You know, rather than drive today, I'm going to walk.
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(Video) Čovjek: Znate, umjesto da se vozim,
danas ću ići pješke.
danas ću ići pješke.
01:36
Narrator: And so he walked, and as he walked he saw things.
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Govornik: I tako je hodao,
i kako je hodao vidio je stvari.
i kako je hodao vidio je stvari.
01:40
Strange and wonderful things he would not otherwise have seen.
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Čudne i prekrasne stvari koje inače ne bi vidio.
01:44
A deer with an itchy leg. A flying motorcycle.
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Jelena kojeg svrbi noga. Leteći motocikl.
01:47
A father and daughter separated from a bicycle by a mysterious wall.
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Oca i kćer odvojene od bicikla tajanstvenim zidom.
01:52
And then he stopped. Walking in front of him was her.
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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 kao dijete skakutala po polju s njim
02:00
and broken his heart.
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i slomila njegovo 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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Zapravo, dosta je ostarila.
02:04
But he felt all his old passion for her return.
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Ali osjetio je svu staru strast zbog njenog povratka.
02:07
"Ford," he called softly. For that was her name.
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"Ford", zazvao je nježno. Jer to je bilo njeno ime.
02:11
"Don't say another word, Gusty," she said,
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"Nemoj više reći niti riječ, Gusty", rekla je,
02:13
for that was his name.
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jer tako se on zvao.
02:14
"I know a tent next to a caravan, exactly 300 yards from here.
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"Ima jedan šator kraj kamp prikolice,
točno 300 metara odavde.
točno 300 metara odavde.
02:19
Let's go there and make love. In the tent."
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Otiđimo ondje i vodimo ljubav. U šatoru."
02:22
Ford undressed. She spread one leg, and then the other.
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Ford se razodjenula.
Raširila je jednu pa drugu nogu.
Raširila je jednu pa drugu nogu.
02:26
Gusty entered her boldly and made love to her rhythmically
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Gusty je smjelo ušao u nju
i u ritmu vodio ljubav s njom
i u ritmu vodio ljubav s njom
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
gorljivi pornograf amater.
gorljivi pornograf amater.
02:33
The earth moved for both of them.
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Pod oboje se zemlja tresla.
02:35
And they lived together happily ever after.
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I zauvijek su živjeli sretni.
02:38
And all because he decided to walk that day.
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I sve to zato što je taj dan odlučio ići pješke.
02:44
(Applause)
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(Pljesak)
02:54
Andy Hobsbawm: We've got the science, we've had the debate.
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Andy Hobsbawm: Imamo znanost, imali smo raspravu.
02:57
The moral imperative is on the table.
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Moralni imperativ na redu je za raspravu.
02:59
Great creativity is needed to take it all,
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Velika kreativnost potrebna je da uzmemo sve,
03:01
make it simple and sharp.
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da to učinimo jednostavno i oštroumno.
03:03
To make it connect. To make it make people want to act.
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Da bismo to povezali.
Da bismo potaknuli ljude da djeluju.
Da bismo potaknuli ljude da djeluju.
03:07
So this is a call, a plea,
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Ovo je poziv, molba
03:09
to the incredibly talented TED community.
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nevjerojatno talentiranoj zajednici TED-a.
03:11
Let's get creative against climate change.
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Postanimo kreativni u borbi
protiv klimatskih promjena.
protiv klimatskih promjena.
03:13
And let's do it soon. Thank you.
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Učinimo to uskoro. Hvala.
03:15
(Applause)
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(Pljesak)
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