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

安迪•霍博本 (Andy Hobsbawm) 說:「要環保。」

Filmed:
485,325 views

安迪•霍博本分享剛出爐的環保廣告,以及其他一些意想不到的好處。
- 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 creativity創造力. In times of need, we need great creativity創造力.
0
0
5000
偉大的創造力。在有所需要的時候,我們需要偉大的創造力。
00:17
Discuss討論. Great creativity創造力 is astonishingly令人驚訝, absurdly荒謬的, rationally合理, irrationally非理性 powerful強大.
1
5000
8000
讓我們討論一下。偉大的創造力具有令人震驚、不可思議、理性、或非理性的力量。
00:25
Great creativity創造力 can spread傳播 tolerance公差, champion冠軍 freedom自由,
2
13000
4000
偉大的創造力能散播寬容、擁護自由。
00:29
make education教育 seem似乎 like a bright idea理念.
3
17000
3000
使教育看起來像個好主意。
00:32
(Laughter笑聲)
4
20000
1000
(笑聲)
00:33
Great creativity創造力 can turn a spotlight聚光燈 on deprivation剝奪,
5
21000
4000
偉大的創造力能聚焦於剝奪上,
00:37
or show顯示 that deprivation剝奪 ain't necessarily一定 so.
6
25000
4000
或讓剝奪看起來不一定是那麼一回事。
00:41
Great creativity創造力 can make politicians政治家 electable總統當選,
7
29000
3000
偉大的創造力能讓政客勝選,
00:44
or parties派對 unelectable候選資格.
8
32000
3000
或讓政黨敗選。
00:47
It can make war戰爭 seem似乎 like tragedy悲劇 or farce鬧劇.
9
35000
4000
能讓戰爭看起來像是悲劇、或是鬧劇。
00:51
Creativity創造力 is the meme-maker米姆壺 that puts看跌期權 slogans口號 on our t-shirtsT卹
10
39000
4000
創造力是迷因 (MEME) 的創造者,將標語放在我們的T恤上
00:55
and phrases短語 on our lips嘴唇.
11
43000
2000
並將流行語言掛上我們的唇邊。
00:57
It's the pathfinder開創者 that shows節目 us a simple簡單 road
12
45000
3000
它是為我們指出簡單道路的開拓者
01:00
through通過 an impenetrable費解的 moral道德 maze迷宮.
13
48000
2000
引領我們穿越牢不可破的道德迷宮。
01:02
Science科學 is clever聰明, but great creativity創造力 is something less knowable可知,
14
50000
5000
科學代表聰慧,但偉大的創造力少了些知識性,
01:07
more magical神奇. And now we need that magic魔法.
15
55000
3000
多了些魔力。而現在,我們需要這樣的魔力。
01:10
This is a time of need.
16
58000
2000
這正是我們需要的時候。
01:12
Our climate氣候 is changing改變 quickly很快, too quickly很快.
17
60000
2000
我們的氣候正在快速的變化、變得太快了。
01:14
And great creativity創造力 is needed需要 to do what it does so well:
18
62000
3000
我們需要偉大的創造力,用於其擅長之處,
01:17
to provoke us to think differently不同 with dramatic戲劇性 creative創作的 statements聲明.
19
65000
4000
藉著戲劇性的創意陳述激發我們換著方式思考。
01:21
To tempt勾引 us to act法案 differently不同
20
69000
2000
藉由其歡樂的創意片段
01:23
with delightful愉快 creative創作的 scraps下腳料.
21
71000
3000
誘導我們換個方式試試。
01:26
Here is one such這樣 scrap廢料 from an initiative倡議 I'm involved參與 in
22
74000
3000
這兒就有個這樣的片段,來自於我所參與的一個計畫
01:29
using運用 creativity創造力 to inspire啟發 people to be greener更環保.
23
77000
3000
藉由創意來鼓舞人群更加環保。
01:32
(Video視頻) Man: You know, rather than drive駕駛 today今天, I'm going to walk步行.
24
80000
4000
(影片)男人:你知道的,今天我不開車,我要走路。
01:36
Narrator旁白: And so he walked, and as he walked he saw things.
25
84000
4000
旁白:所以他走了,而當他邁步前行,他看見了許多景物
01:40
Strange奇怪 and wonderful精彩 things he would not otherwise除此以外 have seen看到.
26
88000
4000
若不是因為走路,他一定不會看見這些新奇美妙的事物。
01:44
A deer鹿 with an itchy發癢的 leg. A flying飛行 motorcycle摩托車.
27
92000
3000
一隻腿癢的鹿。一台飛翔的摩托車。
01:47
A father父親 and daughter女兒 separated分離 from a bicycle自行車 by a mysterious神秘 wall.
28
95000
5000
在一對父女與腳踏車間隔開的一道神秘牆垣。
01:52
And then he stopped停止. Walking步行 in front面前 of him was her.
29
100000
5000
然後他停了下來。她正走在他前面。
01:57
The woman女人 who as a child兒童 had skipped跳過 with him through通過 fields領域
30
105000
2000
在孩提時期,他與她躍過無數原野
02:00
and broken破碎 his heart.
31
108000
1000
且使他心碎。
02:01
Sure, she had aged a little.
32
109000
2000
當然,她老了一些。
02:03
In fact事實, she had aged a lot.
33
111000
1000
其實,老了不少。
02:04
But he felt all his old passion for her return返回.
34
112000
3000
但他因為她的歸來,重新燃起了過往的熱情。
02:07
"Ford," he called softly輕輕的. For that was her name名稱.
35
115000
3000
「福特 (Ford)」他輕聲喊道,那是她的名字。
02:11
"Don't say another另一個 word, Gusty有風的," she said,
36
119000
2000
「此時無聲勝有聲,賈斯帝 (Gusty)」她說,
02:13
for that was his name名稱.
37
121000
1000
賈斯帝是他的名字。
02:14
"I know a tent帳篷 next下一個 to a caravan大篷車, exactly究竟 300 yards from here.
38
122000
5000
我知道在離這三百碼的地方,有個在露營車旁的帳篷。
02:19
Let's go there and make love. In the tent帳篷."
39
127000
3000
我們去那兒做愛吧!就去帳篷裡。
02:22
Ford undressed脫了衣服. She spread傳播 one leg, and then the other.
40
130000
4000
福特輕解羅衫,她張開了一隻玉腿、然後另一隻。
02:26
Gusty有風的 entered進入 her boldly大膽 and made製作 love to her rhythmically節奏
41
134000
4000
賈斯帝放膽進入她的身體,與她有節奏地做著愛
02:30
while she filmed拍攝 him, because she was a keen敏銳 amateur業餘 pornographer色情狂.
42
138000
3000
她則掌鏡拍著他,因為她是一位狂熱的業餘情色攝影師。
02:33
The earth地球 moved移動 for both of them.
43
141000
2000
地球為了他們而撼動。
02:35
And they lived生活 together一起 happily高高興興 ever after.
44
143000
3000
他們從此以後就過著幸福快樂的日子。
02:38
And all because he decided決定 to walk步行 that day.
45
146000
5000
這一切都因為他那天決定要走路。
02:44
(Applause掌聲)
46
152000
10000
(掌聲)
02:54
Andy安迪 Hobsbawm霍布斯鮑姆: We've我們已經 got the science科學, we've我們已經 had the debate辯論.
47
162000
3000
安迪•霍博本:我們有科學(檢證),我們也進行過論辯。
02:57
The moral道德 imperative勢在必行 is on the table.
48
165000
2000
道德的規準人盡皆知。
02:59
Great creativity創造力 is needed需要 to take it all,
49
167000
2000
我們需要偉大的創意一以貫之,
03:01
make it simple簡單 and sharp尖銳.
50
169000
2000
使其簡單、明晰。
03:03
To make it connect. To make it make people want to act法案.
51
171000
4000
使其能夠聯繫,使其讓人起而行。
03:07
So this is a call, a plea懇求,
52
175000
2000
所以,這是個呼告、請求,
03:09
to the incredibly令人難以置信 talented天才 TEDTED community社區.
53
177000
2000
對於極端優異 TED 社群的呼告與請求。
03:11
Let's get creative創作的 against反對 climate氣候 change更改.
54
179000
2000
讓我們一起發揮創意,抵抗氣候變遷
03:13
And let's do it soon不久. Thank you.
55
181000
2000
讓我們即刻開始吧!謝謝您!
03:15
(Applause掌聲)
56
183000
1000
(掌聲)
Translated by Haishuo Lee
Reviewed by Bill Hsiung

▲Back to top

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