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What other brands are like that?
|
Hvilke andre brands gør det?
|
en-da
|
The first on here is the classic, Apple.
|
Den første her er klassikeren, Apple.
|
en-da
|
And you can see here too, Target, Wii, Mini from the Mini Coopers, and JetBlue.
|
타겟이나 위 같은 브랜드도 있고, 미니 쿠퍼 제조사인 미니, 젯블루.
|
en-ko
|
Now there's playful brands and mindful brands, those things that have come and gone, but a playful, mindful brand is a pretty powerful thing.
|
Maintenant, il y a les marques ludiques et les marques soucieuses, ces choses qui vont et viennent, mais une marque ludique, soucieuse est une chose très puissante.
|
en-fr
|
MS: A playful, mindful brand. What is your brand?
|
MS: Een speels, bewust merk.
|
en-nl
|
If somebody asked you to describe your brand identity, your brand personality, what would you be?
|
Mi a te márkád? Ha valaki megkérne, hogy írd körül a márkaidentitásodat, a márkaszemélyiségedet, milyen lennél?
|
en-hu
|
Are you an up attribute? Are you something that gets the blood flowing?
|
Jeste li atribut koji ide gore? Jeste li nešto od čega krv poteče?
|
en-hr
|
Or are you more of a down attribute?
|
או שאתה טיפוס של "דאון"?
|
en-he
|
Are you something that's a little more calm, reserved, conservative?
|
你的品牌是否较为沉稳,矜持,保守?
|
en-zh-cn
|
Up attributes are things like being playful, being fresh like the Fresh Prince, contemporary, adventurous, edgy or daring like Errol Flynn, nimble or agile, profane, domineering, magical or mystical like Gandalf.
|
Вълнуващите атрибути са неща като да сте игриви, да бъдете свежи като Фреш Принс, съвременни, приключенски настроени, напористи или смели като Ерол Флин, пъргави и подвижни, светски, доминиращи, магически и мистични като Гандалф.
|
en-bg
|
Are you mindful, sophisticated like 007?
|
Da li ste promišljeni, prefinjeni kao 007?
|
en-sr
|
Are you established, traditional, nurturing, protective, empathetic like the Oprah?
|
Eşti realizat, tradiţional, grijuliu, protector, empatic ca Oprah?
|
en-ro
|
Are you reliable, stable, familiar, safe, secure, sacred, contemplative or wise like the Dalai Lama or Yoda?
|
آیا قابل اعتماد، با ثبات، آشنا مطمئن، ایمن، مقدس، متفکر یا دانا شبیه دالایی لاما یا یودا
|
en-fa
|
Over the course of this film, we had 500-plus companies who were up and down companies saying, "no," they didn't want any part of this project.
|
Selama masa putar film ini, kita memiliki lebih dari 500 perusahaan yang memiliki atribut up dan down yang mengatakan, "tidak," mereka tidak ingin berpartisipasi di projek ini.
|
en-id
|
They wanted nothing to do with this film, mainly because they would have no control, they would have no control over the final product.
|
他們希望與此電影無關,主要是因為他們無法掌控, 他們不能掌控的最終的結果。
|
en-zh-tw
|
But we did get 17 brand partners who were willing to relinquish that control, who wanted to be in business with someone as mindful and as playful as myself and who ultimately empowered us to tell stories that normally we wouldn't be able to tell -- stories that an advertiser would normally never get behind.
|
Ale získali sme 17 značkových partnerov, ktorí boli ochotní vzdať sa kontroly, ktorí chceli byť v biznise s niekým pozorným a hravým ako ja a ktorí nás splnomocnili, aby sme rozprávali príbehy, ktoré by sme normálne neboli schopní rozprávať – príbehy, za ktoré by sa bežne inzerent nikdy nepostavil.
|
en-sk
|
They enabled us to tell the story about neuromarketing, as we got into telling the story in this film about how now they're using MRI's to target the desire centers of your brain for both commercials as well as movie marketing.
|
おかげで映画のストーリーを見せる中で ニューロマーケティングという MRIを使って脳の欲望中枢に働きかける コマーシャルや映画宣伝が 最近はあることを見せることができました
|
en-ja
|
We went to San Paulo where they have banned outdoor advertising.
|
我们去到禁止户外广告圣保罗
|
en-zh-cn
|
In the entire city for the past five years, there's no billboards, there's no posters, there's no flyers, nothing.
|
Son beş senedir şehirde ne billboard, ne poster, ne de el ilanları var.
|
en-tr
|
(Applause) And we went to school districts where now companies are making their way into cash-strapped schools all across America.
|
(Ръкопляскане) И отидохме в училищните райони, където сега компаниите настъпват в закъсалите за пари училища в цяла Америка.
|
en-bg
|
What's incredible for me is the projects that I've gotten the most feedback out of, or I've had the most success in, are ones where I've interacted with things directly.
|
מה שהדהים אותי הוא שהפרוייקטים שהפיקו את המשוב הרב ביותר, או שהיו ההצלחה הגדולה ביותר שלי, הם אלו שבהם התערבתי באופן ישיר.
|
en-he
|
And that's what these brands did.
|
sú tie, kde som sa s vecami stretával priamo.
|
en-sk
|
They cut out the middleman, they cut out their agencies and said, "Maybe these agencies don't have my best interest in mind.
|
ils ont éliminé les intermédiaires, ils ont supprimé leurs agences et dit, peut-être que ces agences ne se préoccupent pas de mon intérêt.
|
en-fr
|
I'm going to deal directly with the artist.
|
Voglio interagire direttamente con l'artista.
|
en-it
|
I'm going to work with him to create something different, something that's going to get people thinking, that's going to challenge the way we look at the world."
|
我要和他一起工作,創造出不同的東西, 一些會讓人們去思考的東西, 那會改變我們看世界的方式。
|
en-zh-tw
|
And how has that been for them? Has it been successful?
|
Что же у них получилось? Было ли это успешным?
|
en-ru
|
Well, since the film premiered at the Sundance Film Festival, let's take a look.
|
Давайте поглянемо, що сталось після прем"єри фільму на Сандакс кінофестивалі.
|
en-uk
|
According to Burrelles, the movie premiered in January, and since then -- and this isn't even the whole thing -- we've had 900 million media impressions for this film.
|
A Burrelles szerint a filmet januárban mutatták be, és azóta - ez még nem a teljes adat - 900 millió médiabenyomás keletkezett a filmünkről.
|
en-hu
|
That's literally covering just like a two and a half-week period.
|
단 2주 반 동안 말입니다.
|
en-ko
|
That's only online -- no print, no TV.
|
이는 TV, 신문/잡지사를 제외한 인터넷 기사만을 따졌을 때 입니다.
|
en-ko
|
The film hasn't even been distributed yet.
|
Film'in dağıtımına daha başlanmadı bile.
|
en-tr
|
It's not even online. It's not even streaming.
|
Film dijital ortamda yayınlanmış değil. Hiç bir yayın söz konusu değil.
|
en-tr
|
It's not even been out into other foreign countries yet.
|
Nem foi enviado para países estrangeiros ainda.
|
en-pt-br
|
So ultimately, this film has already started to gain a lot of momentum.
|
אז בסופו של דבר, הסרט הזה התחיל לצבור תאוצה רבה.
|
en-he
|
And not bad for a project that almost every ad agency we talked to advised their clients not to take part.
|
Non male per un progetto che quasi tutte le agenzie contattate sconsigliavano ai propri clienti.
|
en-it
|
What I always believe is that if you take chances, if you take risks, that in those risks will come opportunity.
|
Wat ik altijd geloof is dat, als je risico's neemt, hieruit kansen zullen komen.
|
en-nl
|
I believe that when you push people away from that, you're pushing them more towards failure.
|
Ik geloof dat wanneer je mensen hiervan wegduwt, je ze meer in de richting van mislukking duwt.
|
en-nl
|
I believe that when you train your employees to be risk averse, then you're preparing your whole company to be reward challenged.
|
Aku percaya, ketika kau melatih karyawanmu untuk menghindari resiko, kau mempersiapkan perusahaanmu untuk tidak memiliki penghargaan.
|
en-id
|
I feel like that what has to happen moving forward is we need to encourage people to take risks.
|
Hissettiğim şu ki, ilerlemek için gerekli olan şey insanları risk almaya cesaretlendirmektir.
|
en-tr
|
We need to encourage people to not be afraid of opportunities that may scare them.
|
باید مردم را تشویق کنیم که نترسند از فرصتهایی که ممکنه ترسناک به نظر بیایند.
|
en-fa
|
Ultimately, moving forward, I think we have to embrace fear.
|
Em última análise, penso que temos de acolher o medo.
|
en-pt
|
We've got to put that bear in a cage.
|
Dobbiamo mettere l'orso in gabbia.
|
en-it
|
(Laughter) Embrace fear. Embrace risk.
|
(Râsete) Nu-ţi fie frică. Asumă-ţi riscuri.
|
en-ro
|
One big spoonful at a time, we have to embrace risk.
|
Po vieną šaukštelį, mes turime priimti riziką.
|
en-lt
|
And ultimately, we have to embrace transparency.
|
Y, en definitiva, tenemos que albergar a la transparencia.
|
en-es
|
Today, more than ever, a little honesty is going to go a long way.
|
Hoy más que nunca un poco de honestidad va a recorrer un largo camino.
|
en-es
|
And that being said, through honesty and transparency, my entire talk, "Embrace Transparency," has been brought to you by my good friends at EMC, who for $7,100 bought the naming rights on eBay.
|
Κι έχοντας πει αυτό, μέσα από την ειλικρίνεια και τη διαφάνεια, ολόκληρη η ομιλία μου "Αποδεκτείτε τη Διαφάνεια," έχει μεταφερθεί σ' εσάς απο τους καλούς μου φίλους στην EMC, οι οποίοι για $7100, αγόρασαν τα πνευματικά δικαιώματα στο Ebay.
|
en-el
|
(Applause) EMC: Turning big data into big opportunity for organizations all over the world.
|
(Bifald) EMC: Vender store data til store muligheder for virksomheder i hele verden.
|
en-da
|
EMC presents: "Embrace Transparency."
|
ای امی سی تقدیم می کند "شفافیت را در آغوش بکشید."
|
en-fa
|
Thank you very much, guys.
|
Muchas gracias gente.
|
en-es
|
(Applause) June Cohen: So, Morgan, in the name of transparency, what exactly happened to that $7,100?
|
(Aplausos) June Cohen: Então, Morgan, em nome da transparência, o que exatamente aconteceu aos 7.100 dólares?
|
en-pt-br
|
MS: That is a fantastic question.
|
MS: C'est une question fantastique.
|
en-fr
|
I have in my pocket a check made out to the parent organization to the TED organization, the Sapling Foundation -- a check for $7,100 to be applied toward my attendance for next year's TED.
|
Tenho no meu bolso um cheque à ordem da organização que criou a TED — a Fundação Sapling — um cheque de 7100 dólares para ser aplicado na minha participação na TED do próximo ano.
|
en-pt
|
I have had the distinct blessing in my life to have worked on a bunch of amazing projects.
|
Sono stato chiaramente benedetto nella mia vita visto che ho potuto lavorare ad una sacco di progetti incredibili.
|
en-it
|
But the coolest I ever worked on was around this guy.
|
Nhưng dự án hay nhất tôi từng tham gia là xung quanh anh chàng này.
|
en-vi
|
This guy's name is TEMPT.
|
이 남자의 이름은 TEMPT입니다.
|
en-ko
|
TEMPT was one of the foremost graffiti artists in the 80s.
|
ТЕМПТ був одним з найвідоміших митців граффіті у 80-х роках.
|
en-uk
|
And he came up home from a run one day and said, "Dad, my legs are tingling."
|
Однажды он вернулся домой с пробежки и сказал: " Папа, я чувствую покалывание в ногах."
|
en-ru
|
And that was the onset of ALS.
|
Это было начало ALS, синдрома «запертого внутри».
|
en-ru
|
So TEMPT is now completely paralyzed.
|
TEMPT mostanra teljesen lebénult.
|
en-hu
|
He only has use of his eyes.
|
Môže používať len oči.
|
en-sk
|
I was exposed to him.
|
Saya pernah berhubungan dengannya.
|
en-id
|
I have a company that does design and animation, so obviously graffiti is definitely an intricate part of what we admire and respect in the art world.
|
Imam kompaniju za dizajn i animaciju, očigledno je da su grafiti definitivno složeni deo onoga čemu se divimo i šta poštujemo u svetu umetnosti.
|
en-sr
|
And so we decided that we were going to sponsor Tony, TEMPT, and his cause.
|
I tako smo odlučili da ćemo sponzorirati Tonya, TEMPT-a, i njegov cilj.
|
en-hr
|
So I went and met with his brother and father and said, "We're going to give you this money.
|
Ik ging zijn broer en vader opzoeken, en zei: "We zullen je geld geven.
|
en-nl
|
What are you going to do with it?"
|
Čo s nimi urobíte?"
|
en-sk
|
And his brother said, "I just want to be able to talk to Tony again.
|
A jeho brat povedal, "Jediné, čo chcem, je znovu sa môcť s Tonym rozprávať.
|
en-sk
|
I just want to be able to communicate with him and him to be able to communicate with me."
|
我只想能跟他交流 而且他也能跟我交流。”
|
en-zh-cn
|
And I said, "Wait a second, isn't that -- I've seen Stephen Hawking -- don't all paralyzed people have the ability to communicate via these devices?"
|
אמרתי, "חכה רגע, זה לא -- ראיתי את סטפן הוקינג -- האם לא לכל האנשים המשותקים יש את האפשרות לתקשר באמצעות מכשירים מסויימים?"
|
en-he
|
And he said, "No, unless you're in the upper echelon and you've got really amazing insurance, you can't actually do that.
|
И он ответил: "Нет, если ты не миллионер, и у тебя нет очень хорошей страховки, ты не можешь ими пользоваться.
|
en-ru
|
These devices aren't accessible to people."
|
Tieto zariadenia nie sú ľuďom dostupné."
|
en-sk
|
And I said, "Well, how do you actually communicate?"
|
Og jeg sagde, "Jamen, hvordan kommunikerer I så?"
|
en-da
|
Has everyone seen the movie "The Diving Bell and the Butterfly?"
|
dedim. Herkes "Kelebek ve Dalgıç" filmini izledi mi?
|
en-tr
|
That's how they communicate -- so run their finger along.
|
Aşa comunică ei -- cu ajutorul degetelor.
|
en-ro
|
I said, "That's archaic. How can that be?"
|
J’ai dit, « C’est archaïque. Comment est-ce possible?”
|
en-fr
|
So I showed up with the desire to just write a check, and instead, I wrote a check that I had no freaking idea how I was going to cash.
|
Ես եկել էի գումար տալու ցանկությամբ, բայց դրա փոխարեն, հասկացա, որ գաղափար չունեմ, թե ինչպես իմ տված գումարը կարող է օգտակար լինել։
|
en-hy
|
I committed to his brother and his father right then and there -- I'm like, "All right, here's the deal: Tony's going to speak, we're going to get him a machine, and we're going to figure out a way for him to do his art again.
|
Я пообіцяв його братові та батькові прямо тоді - типу "Гараз, пропоную угоду: Тоні говоритиме, ми дістанемо для нього пристрій, і подумаємо над тим, як йому повернутись знову до його мистецтва.
|
en-uk
|
Because it's a travesty that someone who still has all of that in him isn't able to communicate it."
|
Бо це просто якась пародія, що хтось із таким талантом, як у нього, не може його виразити".
|
en-uk
|
So I spoke at a conference a couple months after that.
|
Eu dei uma palestra em uma conferência dois meses depois do encontro.
|
en-pt-br
|
I met these guys called GRL, Graffiti Research Lab, and they have a technology that allows them to project a light onto any surface and then, with a laser pointer, draw on it, and it just registers the negative space.
|
Spoznal sem fante iz GRL, Laboratorija za raziskovanje grafitov. Njihova tehnologija jim omogoča projiciranje svetlobe na kakršnokoli površino in risanje po njej z laserskim kazalcem kar izstopa kot negativ.
|
en-sl
|
So they go around and do art installations like this.
|
Oni tpak jezdí po světě a tvoří umělecké instalace, jako jsou tyto.
|
en-cs
|
All the things that go up there, they said there's a life cycle.
|
Բոլոր նախագծերը ունեն կյանքի փուլ։
|
en-hy
|
First it starts with the sexual organs, then it starts with cuss words, then it was Bush slanders and then people actually got to art.
|
Először nemiszervekkel kezdődik, aztán káromkodással, aztán Bush szidásával, és végül az emberek elérnek a művészethez.
|
en-hu
|
But there was always a life cycle to their presentations.
|
Zawsze w nich był cykl życia.
|
en-pl
|
So I went home and was having dinner with my wife and was telling her about this, and we were like, "Well wait a second. If we know that this technology exists where you can use your eyes to control things, why don't we figure out a way for TEMPT to control a laser and he could do graf again? Well that would be awesome."
|
Така че се прибрах вкъщи и вечерях с жена си и й разказвах за това, и си казахме: "Ами чакай малко, ако знаем, че такава технология съществува, където можете да използваш очите си да контролираш нещата, защо да не намерим начин за ТЕМПТ да контролира лазера и той да може да прави графити отново, би било страхотно."
|
en-bg
|
So that started the journey.
|
En zo begon de tocht.
|
en-nl
|
And about two years later, about a year later, after a bunch of organization and a bunch of moving things around, we'd accomplished a couple things.
|
Несколько лет спустя, нет, примерно через год, после многих хлопот и работы мы добились некоторых результатов.
|
en-ru
|
One, we battered down the doors of the insurance companies, and we actually got TEMPT a machine that let him communicate -- a Stephen Hawking machine.
|
Először is, ledöntöttük a biztosítók kapuit, és szereztünk TEMPT-nek egy gépet, amivel tud kommunikálni -- egy Stephen Hawking gépet.
|
en-hu
|
(Applause) Which was awesome.
|
(掌聲) 這太棒了
|
en-zh-tw
|
And he's seriously one of the funniest -- I call him Yoda, because you talk to the guy, you get an email from him, and you're like, "I'm not worthy. This guy's so amazing."
|
Res je izjemno zabaven -- pravim mu Yoda, saj si v sporočilih ali pogovorih z njim mislim, "Tega nisem vreden. Ta fant je res izjemen."
|
en-sl
|
The other thing we did is we flew seven programmers from all over the world -- literally every corner of the world -- into our house.
|
Onze volgende stap: we lieten zeven programmeurs uit de hele wereld -- letterlijk alle hoeken van de wereld -- overkomen naar ons huis.
|
en-nl
|
My wife and kids and I moved to our back garage, and these hackers and programmers and conspiracy theorists and anarchists took over our house.
|
para nossa casa. A minha mulher, os miúdos e eu mudámo-nos para a garagem, e estes "hackers", programadores, adeptos das teorias da conspiração
|
en-pt
|
A lot of our friends thought we were absolutely stupid to do that and that we were going to come back and all the pictures on the wall would be removed and graf on the walls.
|
Nhiều bạn bè tôi nghĩ rằng chúng tôi cực kì ngu ngốc mới làm thế và rằng chúng tôi sẽ quay lại nhà để thấy tất cả tranh ảnh bị gỡ xuống và tranh graffiti được vẽ đầy tường.
|
en-vi
|
But for over two weeks, we programmed, we went to the Venice boardwalk, my kids got involved, my dog got involved, and we created this.
|
Но за повече от две седмици, ние програмирахме, ходихме на крайбрежната алея Венеция, моите деца се включиха, моето куче се включи, и създадохме това.
|
en-bg
|
This is called the EyeWriter, and you can see the description.
|
وهذا ما يسمى EyeWriter ، ويمكنك ان ترى الوصف.
|
en-ar
|
This is a cheap pair of sunglasses that we bought at the Venice Beach boardwalk, some copper wire and some stuff from Home Depot and Radio Shack.
|
這是一副便宜的太陽眼鏡 我們在威尼斯海灘步道買的 裝了些銅線,和一些從Home Depot(美國的”特力屋“) 及Radio Shack(美國連鎖電器行)買來的東西
|
en-zh-tw
|
We took a PS3 camera, hacked it open, mounted it to an LED light, and now there's a device that is free -- you build this yourself, we publish the code for free, you download the software for free.
|
Pegámos numa câmara da PS3, abrimo-la, montámo-la numa luz LED, e agora há um aparelho gratuito — constrói-se em casa, o código é gratuito, o software descarrega-se gratuitamente.
|
en-pt
|
And now we've created a device that has absolutely no limitations.
|
Et nous avons donc créé un appareil qui n’a absolument pas de limites.
|
en-fr
|
There's no insurance company that can say "No."
|
没有任何保险公司能说“不”。
|
en-zh-cn
|
There's no hospital that can say "No."
|
Tidak ada rumah sakit yang dapat berkata "tidak."
|
en-id
|
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