Morgan Spurlock: The greatest TED Talk ever sold

779,614 views ・ 2011-04-06

TED


Dvaput kliknite na engleske titlove ispod za reprodukciju videozapisa.

Prevoditelj: Mislav Ante Omazić - EFZG Recezent: Tilen Pigac - EFZG
00:15
I have spent the past few years
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Potrošio sam zadnjih nekoliko godina
00:18
putting myself into situations
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stavljajući sebe u situacije
00:20
that are usually very difficult
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koje su uobičajeno jako teške
00:22
and at the same time somewhat dangerous.
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i u isto vrijeme na neki način opasne.
00:26
I went to prison --
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Bio sam u zatvoru --
00:28
difficult.
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teško.
00:30
I worked in a coal mine --
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Radio sam u rudniku ugljena --
00:33
dangerous.
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opasno.
00:35
I filmed in war zones --
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Snimao sam u ratnim zonama --
00:37
difficult and dangerous.
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teško i opasno.
00:39
And I spent 30 days eating nothing but this --
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I proveo sam 30 dana ne jedući ništa osim ovoga --
00:43
fun in the beginning,
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zabavno na početku,
00:45
little difficult in the middle, very dangerous in the end.
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pomalo teško u sredini, jako opasno na kraju.
00:49
In fact, most of my career,
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U stvari, većinu svoje karijere,
00:51
I've been immersing myself
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ulazio sam
00:53
into seemingly horrible situations
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u naoko strašne situacije
00:56
for the whole goal of trying
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isključivo pokušavajući
00:58
to examine societal issues
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istražiti društvene probleme
01:00
in a way that make them engaging, that make them interesting,
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na način koji ih je činio angažiranim, koji ih je činio interesantnima,
01:03
that hopefully break them down in a way
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koji ih je razlagao na način
01:05
that make them entertaining and accessible to an audience.
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da budu zabavni i dostupni publici.
01:08
So when I knew I was coming here
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Kada sam saznao da dolazim ovdje
01:10
to do a TED Talk that was going to look at the world of branding and sponsorship,
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na TEDTalk koji će gledati na svijet upravljanja markom i sponzorstava,
01:13
I knew I would want to do something a little different.
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znao sam kako želim učiniti nešto drugačije.
01:15
So as some of you may or may not have heard,
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Dakle, kao što su neki od vas ili nisu čuli,
01:18
a couple weeks ago, I took out an ad on eBay.
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prije nekoliko tjedana, stavio sam oglas na Ebay-u.
01:21
I sent out some Facebook messages,
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Poslao sam neke Facebook poruke,
01:24
some Twitter messages,
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neke Twitter poruke,
01:26
and I gave people the opportunity to buy the naming rights
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i dao sam ljudima mogućnost da kupe pripadajuća prava
01:28
to my 2011 TED Talk.
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na moj 2011 TEDTalk.
01:30
(Laughter)
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(Smijeh)
01:32
That's right, some lucky individual, corporation,
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To je točno, neki sretni pojedinac, korporacija,
01:35
for-profit or non-profit,
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profitna ili neprofitna,
01:37
was going to get the once-in-a-lifetime opportunity --
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će dobiti jedinstvenu životnu priliku --
01:39
because I'm sure Chris Anderson will never let it happen again --
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jer sam siguran kako Chris Anderson to više nikada neće dopustiti --
01:41
(Laughter)
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(Smijeh)
01:43
to buy the naming rights
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da kupe pripadajuća prava
01:45
to the talk you're watching right now,
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za govor koji upravo gledate,
01:47
that at the time didn't have a title, didn't really have a lot of content
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koji u to vrijeme nije imao naslov, nije stvarno imao puno sadržaja
01:50
and didn't really give much hint
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i nije davao puno nagovještaja
01:52
as to what the subject matter would actually be.
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o čemu će tu biti riječi.
01:55
So what you were getting was this:
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Dakle ono što ste dobivali bilo je ovo:
01:57
Your name here presents:
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vaše ime ovdje predstavlja:
01:59
My TED Talk that you have no idea what the subject is
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moj TEDTalk da nemate ideju o tome koja je tema
02:02
and, depending on the content, could ultimately blow up in your face,
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i, ovisno o sadržaju, može vam eksplodirati u lice,
02:05
especially if I make you or your company look stupid for doing it.
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posebno ako ispadne da ste vi ili vaša kompanija zbog toga glupi.
02:08
But that being said,
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Ali nakon što sam to rekao,
02:10
it's a very good media opportunity.
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to je jako dobra medijska prilika.
02:12
(Laughter)
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(Smijeh)
02:18
You know how many people watch these TED Talks?
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Znate li koliko ljudi gleda te govore an TED-u?
02:21
It's a lot.
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Puno.
02:24
That's just a working title, by the way.
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To je samo radni naslov, usput.
02:26
(Laughter)
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(Smijeh)
02:28
So even with that caveat,
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Dakle, čak i uz upozorenje,
02:31
I knew that someone would buy the naming rights.
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znao sam da će netko kupiti pripadajuća prava.
02:33
Now if you'd have asked me that a year ago,
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Da ste me to pitali prije godinu dana,
02:35
I wouldn't have been able to tell you that with any certainty.
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ne bih vam to mogao sa sigurnošću tvrditi.
02:37
But in the new project that I'm working on, my new film,
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Ali u novom projektu na kojem radim, mom novom filmu,
02:39
we examine the world of marketing, advertising.
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istražujemo svijet marketinga, promoviranja.
02:42
And as I said earlier,
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I kao što sam rekao ranije,
02:44
I put myself in some pretty horrible situations over the years,
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stavio sam se u neke prilično zastrašujuće situacije tijekom godina,
02:47
but nothing could prepare me, nothing could ready me,
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ali me ništa nije moglo pripremiti, ništa me nije moglo učiniti spremnim,
02:50
for anything as difficult
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za išta tako teško
02:53
or as dangerous
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ili tako opasno
02:55
as going into the rooms with these guys.
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kao što je odlazak u sobe s ovim ljudima.
02:59
(Laughter)
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(Smijeh)
03:02
You see, I had this idea for a movie.
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Vidite, imao sam tu ideju za film.
03:05
(Video) Morgan Spurlock: What I want to do is make a film
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(Video) Morgan Spurlock: Ono što želim napraviti jest film
03:07
all about product placement, marketing and advertising,
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o plasiranju proizvoda, marketingu i oglašavanju,
03:10
where the entire film is funded
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gdje će cijeli film biti financiran
03:12
by product placement, marketing and advertising.
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od strane plasmana proizvoda, marketinga i oglašavanja.
03:14
So the movie will be called "The Greatest Movie Ever Sold."
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Tako će se film nazvati "Najbolji film koji je ikada prodan".
03:17
So what happens in "The Greatest Movie Ever Sold,"
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Dakle što se događa u "Najboljem filmu koji je ikada prodan"
03:19
is that everything from top to bottom, from start to finish,
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jest da je sve od vrha prema dnu, od početka do kraja,
03:22
is branded from beginning to end --
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markirano --
03:24
from the above-the-title sponsor that you'll see in the movie,
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od sponzora iznad naslova kojeg ćete vidjeti u filmu,
03:26
which is brand X.
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koji je marka X.
03:28
Now this brand, the Qualcomm Stadium,
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Sada će ta marka, Qualcomm Stadium,
03:30
the Staples Center ...
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Staples Center...
03:32
these people will be married to the film in perpetuity -- forever.
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ti će ljudi biti oženjeni s filmom u vječnost -- zauvijek.
03:35
And so the film explores this whole idea -- (Michael Kassan: It's redundant.)
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I tako film istražuje tu ideju -- (Michael Kassan: On je prekomjeran.)
03:37
It's what? (MK: It's redundant.) In perpetuity, forever?
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On je što? (MK: On je prekomjeran.) U vječnost, zauvijek?
03:40
I'm a redundant person. (MK: I'm just saying.)
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Ja sam prekomjerna osoba. (MK: Samo sam rekao.)
03:42
That was more for emphasis.
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To je bilo više kao naglasak.
03:44
It was, "In perpetuity. Forever."
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To je bilo, "U vječnost. Zauvijek."
03:46
But not only are we going to have the brand X title sponsor,
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Ali ne samo da ćemo imati marku X kao sponzora naslova,
03:48
but we're going to make sure we sell out every category we can in the film.
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već ćemo se pobrinuti da prodamo svaku kategoriju koju možemo u filmu.
03:50
So maybe we sell a shoe and it becomes the greatest shoe you ever wore ...
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Tako možda prodamo cipele i to postanu najbolje cipele koje ste ikada nosili...
03:53
the greatest car you ever drove from "The Greatest Movie Ever Sold,"
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najbolji auto koji ste ikada vozili u "Najboljem filmu koji je ikada prodan",
03:56
the greatest drink you've ever had, courtesy of "The Greatest Movie Ever Sold."
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najbolje piće koje ste ikada imali, uz učtivost "Najboljeg filma koji je ikada prodan",
03:59
Xavier Kochhar: So the idea is,
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Xavier Kochhar: Dakle ideja je,
04:01
beyond just showing that brands are a part of your life,
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pored pukog pokazivanja da su marke dio našeg života,
04:03
but actually get them to finance the film? (MS: Get them to finance the film.)
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već ih stvarno potaknuti da financiraju naš film? (MS: Uhvatiti ih da financiraju film.)
04:06
MS: And actually we show the whole process of how does it work.
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MS: I mi smo u stvari pokazali kako cijeli proces u stvari funkcionira.
04:08
The goal of this whole film is transparency.
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Ključni cilj ovog cijelog filma je transparentnost.
04:10
You're going to see the whole thing take place in this movie.
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Vidjeti ćete cijelu stvar kako se događa u filmu.
04:12
So that's the whole concept,
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Dakle to je cijeli koncept,
04:14
the whole film, start to finish.
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cijeli film, od početka do kraja.
04:16
And I would love for CEG to help make it happen.
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I ja bih volio zbog CEG-a da se dogodi.
04:18
Robert Friedman: You know it's funny,
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Robert Friedman: Znate to je smiješno,
04:20
because when I first hear it,
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jer kada sam to čuo prvi puta,
04:22
it is the ultimate respect
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to je krajnje poštivanje
04:24
for an audience.
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za publiku.
04:26
Guy: I don't know how receptive
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Guy: Ne znam koliko će senzibilni
04:28
people are going to be to it, though.
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zaista ljudi biti prema njemu.
04:30
XK: Do you have a perspective --
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XK: Imaš li perspektivu --
04:32
I don't want to use "angle" because that has a negative connotation --
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ne želim koristiti "kut" jer ima negativnu konotaciju --
04:34
but do you know how this is going to play out? (MS: No idea.)
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ali znaš li kako će se ovo razviti? (MS: Nemam ideju.)
04:37
David Cohn: How much money does it take to do this?
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David Cohen: Koliko je potrebno novca da se ovo napravi?
04:40
MS: 1.5 million. (DC: Okay.)
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MS: 1,5 milijuna. (DC: OK.)
04:43
John Kamen: I think that you're going to have a hard time meeting with them,
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John Kamen: Mislim da će biti teško naći se s njima,
04:45
but I think it's certainly worth pursuing
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ali mislim da je svakako vrijedno pronaći
04:47
a couple big, really obvious brands.
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nekoliko velikih, stvarno očitih marki.
04:50
XK: Who knows, maybe by the time your film comes out,
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XK: Tko zna, možda do trenutka kada će film izaći,
04:52
we look like a bunch of blithering idiots.
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mi ćemo izgledati kao hrpa brbljavih idiota.
04:54
MS: What do you think the response is going to be?
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MS: Što misliš kakav će biti odaziv?
04:57
Stuart Ruderfer: The responses mostly will be "no."
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Stuart Ruderfer: Odgovor će biti uglavnom "ne".
04:59
MS: But is it a tough sell because of the film
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MS: Ali hoće li se prodati zbog filma
05:01
or a tough sell because of me?
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ili će se prodati zbog mene?
05:03
JK: Both.
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JK: Oboje.
05:05
MS: ... Meaning not so optimistic.
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MS: ... Znači nisi optimističan.
05:08
So, sir, can you help me? I need help.
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Dakle, gospodine možete li mi pomoći? Trebam pomoć.
05:10
MK: I can help you.
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MK: Ja mogu pomoći.
05:12
MS: Okay. (MK: Good.)
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MS: OK. (MK: Dobro.)
05:14
Awesome.
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Sjajno.
05:16
MK: We've gotta figure out which brands.
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MK: Moramo shvatiti koje marke.
05:18
MS: Yeah. (MK: That's the challenge.)
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MS: Točno. (MK: To je izazov.)
05:21
When you look at the people you deal with ..
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Kada pogledate ljude s kojima radimo...
05:23
MK: We've got some places we can go. (MS: Okay.)
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MK: Imamo neka mjesta do kojih možemo otići. (MK: OK.)
05:25
Turn the camera off.
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Isključi kameru.
05:27
MS: I thought "Turn the camera off"
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MS: Mislio sam "isključi kameru"
05:29
meant, "Let's have an off-the-record conversation."
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što znači, mogli bi imati neslužbeni razgovor.
05:31
Turns out it really means,
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Isključiti u stvari znači
05:33
"We want nothing to do with your movie."
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"Ne želimo imati ništa s tvojim filmom."
05:36
MS: And just like that, one by one,
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MS: I upravo tako, jedan po jedan,
05:39
all of these companies suddenly disappeared.
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sve su te kompanije naglo nestale.
05:42
None of them wanted anything to do with this movie.
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Niti jedna od njih nije htjela imati ništa s tim filmom.
05:44
I was amazed.
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Bio sam začuđen.
05:46
They wanted absolutely nothing to do with this project.
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Nisu željeli imati apsolutno ništa s tim projektom.
05:48
And I was blown away, because I thought the whole concept, the idea of advertising,
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I bio sam iznenađen, jer sam mislio kako je cijeli koncept, cijela ideja oglašavanja,
05:50
was to get your product out in front of as many people as possible,
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bila predstaviti svoj proizvod pred što je više ljudi moguće,
05:53
to get as many people to see it as possible.
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da ga vidi što je više ljudi moguće.
05:55
Especially in today's world,
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Posebno u današnjem svijetu,
05:57
this intersection of new media and old media
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na raskrsnici između novih medija i starih medija
05:59
and the fractured media landscape,
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i polomljenog medijskog krajobraza,
06:01
isn't the idea to get
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zar nije ideja dobiti
06:03
that new buzz-worthy delivery vehicle
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to novo dostavno vozilo
06:06
that's going to get that message to the masses?
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koje će prenijeti tu poruku masama.
06:08
No, that's what I thought.
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Ne, to sam ja mislio.
06:11
But the problem was, you see,
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Ali problem je bio, vidite,
06:13
my idea had one fatal flaw,
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moja ideja je imala jedan fatalni previd,
06:16
and that flaw was this.
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a taj je previd bio slijedeći.
06:20
Actually no, that was not the flaw whatsoever.
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U stvari ne, to nije bio previd kakobilo.
06:22
That wouldn't have been a problem at all.
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To ne bi bio uopće problem.
06:24
This would have been fine.
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To bi bilo dobro.
06:26
But what this image represents was the problem.
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Ali ono što taj imidž predstavlja jest problem.
06:28
See, when you do a Google image search for transparency,
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Vidite, kada istražite Googleov imidž za transparentnost,
06:30
this is ---
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to je --
06:32
(Laughter)
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(Smijeh)
06:34
(Applause)
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(Pljesak)
06:37
This is one of the first images that comes up.
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Ovo je jedna od prvih slika koju dobijete.
06:40
So I like the way you roll, Sergey Brin. No.
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Sviđa mi se kako se kotrljaš Sergei Brin. Ne.
06:43
(Laughter)
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(Smijeh)
06:47
This is was the problem: transparency --
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To je bio problem: transparentnost --
06:50
free from pretense or deceit;
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slobodan od izgovora i prijevara;
06:52
easily detected or seen through;
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jednostavno otkriven ili proziran;
06:54
readily understood;
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smjesta razumljiv;
06:56
characterized by visibility or accessibility of information,
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okarakteriziran vidljivošću ili dostupnošću informacija,
06:59
especially concerning business practices --
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posebno kada se radi o poslovnoj praksi --
07:01
that last line being probably the biggest problem.
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ta zadnja linija je vjerojatno najveći problem.
07:04
You see, we hear a lot about transparency these days.
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Vidite, ovih dana čujemo jako puno o transparentnosti.
07:07
Our politicians say it, our president says it,
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Naši političari o tome govore. Naš predsjednik o tome govori,
07:09
even our CEO's say it.
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čak i naši izvršni direktori o tome govore.
07:11
But suddenly when it comes down to becoming a reality,
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Ali iznenada kada dođe do volje da se stvarno postane,
07:13
something suddenly changes.
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odjednom se nešto promijeni.
07:15
But why? Well, transparency is scary --
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Ali zašto? Transparentnost je strašna --
07:18
(Roar)
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(Rika)
07:20
like that odd, still-screaming bear.
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poput tog čudnog ali još uvijek vrištućeg medvjeda.
07:23
(Laughter)
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(Smijeh)
07:25
It's unpredictable --
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To je nepredvidljivo --
07:27
(Music)
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(Muzika)
07:29
(Laughter)
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(Smijeh)
07:31
like this odd country road.
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poput čudne seoske ceste.
07:34
And it's also very risky.
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I to je također jako riskantno.
07:38
(Laughter)
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(Smijeh)
07:41
What else is risky?
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Što je još riskantno?
07:43
Eating an entire bowl of Cool Whip.
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Pojesti cijelu zdjelu šlaga.
07:46
(Laughter)
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(Smijeh)
07:51
That's very risky.
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To je jako riskantno.
07:55
Now when I started talking to companies
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Kada sam započeo pričati kompanijama
07:57
and telling them that we wanted to tell this story,
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i govoriti im kako želimo ispričati ovu priču,
07:59
and they said, "No, we want you to tell a story.
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i oni su rekli, "Ne, mi želimo da vi ispričate priču.
08:01
We want you to tell a story,
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Mi želimo da vi ispričate priču,
08:03
but we just want to tell our story."
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ali mi samo želimo reči svoju priču."
08:06
See, when I was a kid
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Gledajte, dok sam bio djete
08:08
and my father would catch me in some sort of a lie --
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i kada bi me otac uhvatio u nekoj vrsti laži --
08:10
and there he is giving me the look he often gave me --
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a ovdje je kako mi baca pogled koji je često bacao --
08:13
he would say, "Son, there's three sides to every story.
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on bi rekao, "Sine, postoje tri strane svake priče.
08:17
There's your story,
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Postoji tvoja priča,
08:20
there's my story
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postoji moja priča,
08:22
and there's the real story."
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i postoji stvarna priča."
08:24
Now you see, with this film, we wanted to tell the real story.
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Vidite, s ovim filmom, mi smo željeli ispričati stvarnu priču.
08:27
But with only one company, one agency willing to help me --
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Ali samo s jednom kompanijom, jednom agencijom koje su nam bile spremne pomoći --
08:29
and that's only because I knew John Bond and Richard Kirshenbaum for years --
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i to samo jer sam znao John Bonda i Richard Kirshenbauma godinama --
08:33
I realized that I would have to go on my own,
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shvatio sam kako ću morati krenuti samostalno,
08:35
I'd have to cut out the middleman
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morati ću odsječi posrednike
08:37
and go to the companies myself with all of my team.
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i otići kompanijama sam sa svojim timom.
08:40
So what you suddenly started to realize --
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Ono što uskoro započinjete shvaćati --
08:42
or what I started to realize --
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ili ono što sam ja započeo shvaćati --
08:44
is that when you started having conversations with these companies,
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kada krenete s konverzacijom s tim kompanijama,
08:46
the idea of understanding your brand is a universal problem.
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ideja razumjevanja vaše marke je univerzalni problem.
08:49
(Video) MS: I have friends who make great big, giant Hollywood films,
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(Video) MS: Imam prijatelje koji stvaraju velike, gigantske hollywoodske filmove,
08:51
and I have friends who make little independent films like I make.
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i imam prijatelje koji stvaraju male neovisne filmove kakve i sam radim.
08:54
And the friends of mine who make big, giant Hollywood movies
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I moji prijatelji koji rade velike, gigantske hollywoodske filmove
08:56
say the reason their films are so successful
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kažu kako je razlog zašto su njihovi filmovi toliko uspješni
08:58
is because of the brand partners that they have.
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upravo zbog marke partnera koju imaju.
09:00
And then my friends who make small independent films
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I onda moji prijatelji koji stvaraju neovisne filmove
09:02
say, "Well, how are we supposed to compete
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kažu, "Kako se možemo takmičiti
09:04
with these big, giant Hollywood movies?"
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s tim velikim, gigantskim hollywoodskim filmovima?"
09:06
And the movie is called
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A film se zove
09:08
"The Greatest Movie Ever Sold."
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"Najveći film ikada prodan".
09:10
So how specifically will we see Ban in the film?
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Pa kako ćemo vidjeti posebno Ban-a u filmu?
09:13
Any time I'm ready to go, any time I open up my medicine cabinet,
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U svako vrijeme sam spreman krenuti, svaki put sam spreman otvoriti svoj medicinski spremnik,
09:16
you will see Ban deodorant.
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vidjeti ćete Banov dezodorans.
09:18
While anytime I do an interview with someone,
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Dok svaki puta radim intervju s nekim,
09:21
I can say, "Are you fresh enough for this interview?
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mogu reći: "Jeste li dovoljno svježi za ovaj intervju?
09:24
Are you ready? You look a little nervous.
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Jeste li spremni? Izgledate malo nervozno.
09:26
I want to help you calm down.
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Želim vam pomoći da se smirite.
09:28
So maybe you should put some one before the interview."
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Dakle, možda ste trebali staviti malo prije intervjua."
09:30
So we'll offer one of these fabulous scents.
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Tako ćemo ponuditi jedan od ovih sjajnih mirisa.
09:32
Whether it's a "Floral Fusion" or a "Paradise Winds,"
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Bilo da je to "Cvjetna fuzija" ili "Vjetrovi raja",
09:34
they'll have their chance.
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imati će svoju priliku.
09:36
We will have them geared for both male or female --
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Imati ćemo ih usmjerene za oboje, muškarce i žene --
09:39
solid, roll-on or stick, whatever it may be.
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tvrde, s rolom, ili stick, što god je moguće.
09:42
That's the two-cent tour.
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To je pregled.
09:44
So now I can answer any of your questions
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Sada mogu odgovoriti na bilo koje od vaših pitanja
09:46
and give you the five-cent tour.
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i dati vam skuplji pregled.
09:48
Karen Frank: We are a smaller brand.
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Karen Frank: Mi smo manja marka.
09:50
Much like you talked about being a smaller movie,
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Na tragu onoga što si govorio o manjem filmu,
09:52
we're very much a challenger brand.
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mi smo prilično izazivačka marka.
09:54
So we don't have the budgets that other brands have.
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Tako da nemamo budžete koje druge marke imaju.
09:56
So doing things like this -- you know,
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Tako radeći stvari poput ove -- znaš,
09:58
remind people about Ban --
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podsjetit će ljude na Ban --
10:00
is kind of why were interested in it.
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to je razlog zbog kojeg smo zainteresirani.
10:02
MS: What are the words that you would use to describe Ban?
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MS: Kojim riječima biste opisali Ban?
10:04
Ban is blank.
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Ban je praznina.
10:07
KF: That's a great question.
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KF: To je sjajno pitanje.
10:10
(Laughter)
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(Smijeh)
10:15
Woman: Superior technology.
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Žena: Superiorna tehnologija.
10:17
MS: Technology's not the way you want to describe something
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MS: Tehnologija nije način na koji želite opisati nešto
10:19
somebody's putting in their armpit.
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što netko stavlja na svoj pazuh.
10:21
Man: We talk about bold, fresh.
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Muškarac: Govorimo o smionom, svježem.
10:23
I think "fresh" is a great word that really spins this category into the positive,
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Mislim kako je "svježe" sjajna riječ koja će stvarno zarotirati proizvod u nešto pozitivno,
10:26
versus "fights odor and wetness."
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umjesto "borbe protiv smrada i znoja".
10:28
It keeps you fresh.
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Održava vas svježim.
10:30
How do we keep you fresher longer -- better freshness,
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Kako održavamo vašu svježinu na duži rok -- bolja svježina,
10:32
more freshness, three times fresher.
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više svježine, tri puta svježiji.
10:34
Things like that that are more of that positive benefit.
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Stvari poput ovih su više pozitivno korisne.
10:38
MS: And that's a multi-million dollar corporation.
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MS: I to je multi-milijunska korporacija.
10:41
What about me? What about a regular guy?
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Što je sa mnom? Što je s običnim dečkom?
10:43
I need to go talk to the man on the street,
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Moram otići razgovarati s ljudima na cesti,
10:45
the people who are like me, the regular Joes.
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s ljudima koji su poput mene, običnim ljudima.
10:47
They need to tell me about my brand.
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Oni mi moraju reći o mojoj marki.
10:49
(Video) MS: How would you guys describe your brand?
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(Video) MS: Kako biste vi opisali svoju marku?
10:53
Man: Um, my brand?
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Muškarac: Hm, moju marku?
10:56
I don't know.
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Ne znam.
10:58
I like really nice clothes.
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Ja volim stvarno lijepu odjeću.
11:00
Woman: 80's revival
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Žena: Oživljavanje 80ih
11:02
meets skater-punk,
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sreće skater-punk,
11:04
unless it's laundry day.
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osim ako nije dan za pranje.
11:06
MS: All right, what is brand Gerry?
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MS: Dobro, što je marka Gerry?
11:08
Gerry: Unique. (MS: Unique.)
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Gerry: Jedinstvena. (MS: Jedinstvena.)
11:10
Man: I guess what kind of genre, style I am
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Muškarac: Pretpostavljam kakav žanr, stil jesam
11:12
would be like dark glamor.
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bio bi tamni glamur.
11:15
I like a lot of black colors,
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Volim crne boje,
11:17
a lot of grays and stuff like that.
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puno sivoga i stvari poput toga.
11:19
But usually I have an accessory,
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Ali obično imam neki dodatak
11:21
like sunglasses,
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poput sunčanih naočala,
11:23
or I like crystal and things like that too.
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ili volim kristal i stvari poput toga, također.
11:25
Woman: If Dan were a brand,
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Žena: Kada bi Dan bio marka
11:27
he might be a classic convertible
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mogao bi biti klasični kabriolet
11:31
Mercedes Benz.
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Mercedes Benz.
11:33
Man 2: The brand that I am
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Muškarac 2: Marka koja sam ja
11:35
is, I would call it casual fly.
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bila bi, nazvao bih ju, neformalni let.
11:37
Woman 2: Part hippie, part yogi,
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Žena 2: Dijelom hipi, dijelom yogi,
11:39
part Brooklyn girl -- I don't know.
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dijelom djevojka iz Brooklyna -- ne znam.
11:41
Man 3: I'm the pet guy.
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Muškarac 3: Ja sam dečko ljubimac.
11:43
I sell pet toys all over the country, all over the world.
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Prodajem igračke ljubimce širom zemlje, širom svijeta.
11:45
So I guess that's my brand.
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Dakle pretpostavljam da je to moja marka.
11:47
In my warped little industry, that's my brand.
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U mojoj izvitoperenoj industriji, to je moja marka.
11:50
Man 4: My brand is FedEx because I deliver the goods.
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Muškarac 4: Moja marka je FedEx jer ja isporučujem dobra.
11:53
Man 5: Failed writer-alcoholic brand.
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Muškarac 5: Propao pisac-alkoholičar marka.
11:55
Is that something?
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Je li to nešto?
11:57
Lawyer: I'm a lawyer brand.
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Odvjetnik: Ja sam marka odvjetnika.
12:03
Tom: I'm Tom.
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Tom: Ja sam Tom.
12:06
MS: Well we can't all be brand Tom, but I do often find myself
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MS: Dobro ali ne možemo svi biti marka Tom, ali često se nađem
12:09
at the intersection of dark glamor and casual fly.
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na raskrižju tamnog glamura i neformalnog leta.
12:12
(Laughter)
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(Smijeh)
12:14
And what I realized is I needed an expert.
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I ono što sam shvatio jest da mi je potreban stručnjak.
12:16
I needed somebody who could get inside my head,
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Trebam nekoga tko će mi ući u glavu,
12:18
somebody who could really help me understand
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nekoga tko će mi stvarno pomoći da razumijem
12:20
what they call your "brand personality."
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ono što nazivaju vašom "osobnom markom".
12:22
And so I found a company called Olson Zaltman in Pittsburg.
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I tako sam pronašao kompaniju pod imenom Olson Zaltman u Pittsburg-u.
12:24
They've helped companies like Nestle, Febreze, Hallmark
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Ono su pomogli kompanijama poput Nestle-a, Febreze-a, Hallmark-a
12:27
discover that brand personality.
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da otkriju svoju osobnost marke.
12:29
If they could do it for them, surely they could do it for me.
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Ako to mogu napraviti za njih, sigurno mogu i za mene.
12:32
(Video) Abigail: You brought your pictures, right?
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(Video) Abigail: Donio si svoju sliku, točno?
12:34
MS: I did. The very first picture
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MS: Jesam. Moja prva slika
12:36
is a picture of my family.
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je slika moje obitelji.
12:38
A: So tell me a little bit how it relates to your thoughts and feelings about who you are.
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A: Pričaj mi malo kako su oni povezani s tvojim mislima i osjećajima o tome tko si.
12:41
MS: These are the people who shape the way I look at the world.
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MS: To su ljudi koji oblikuju način na koji gledam na svijet.
12:43
A: Tell me about this world.
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A: Reci mi nešto o tom svijetu.
12:45
MS: This world? I think your world is the world that you live in --
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MS: Tom svijetu? Mislim kako je tvoj svijet onaj svijet u kojem živiš --
12:48
like people who are around you, your friends, your family,
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poput ljudi koji su oko tebe, tvoji prijatelji, tvoja obitelj,
12:51
the way you live your life, the job you do.
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način na koji živiš svoj život, posao koji radiš.
12:53
All those things stemmed and started from one place,
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Sve te stvari proizašle su i počele iz jednog mjesta,
12:55
and for me they stemmed and started with my family in West Virginia.
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a za mene su proizašle i počele s mojom obitelji u zapadnoj Virginia-i.
12:58
A: What's the next one you want to talk about?
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A: Što je slijedeće o čemu bi želio razgovarati?
13:00
MS: The next one: This was the best day ever.
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MS: Slijedeće: To je bio najbolji dan ikada.
13:02
A: How does this relate to your thoughts and feelings about who you are?
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A: Kako je to povezano s tvojim mislima i osjećajima o tome tko si?
13:04
MS: It's like, who do I want to be?
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MS: To je poput onoga što želiš biti.
13:06
I like things that are different.
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Volim stvari koje su drugačije.
13:08
I like things that are weird. I like weird things.
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Sviđaju mi se stvari koje su čudne. Volim čudne stvari.
13:10
A: Tell me about the "why" phase -- what does that do for us?
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A: Reci mi o "zašto" fazi -- što to predstavlja za nas?
13:12
What is the machete? What pupa stage are you in now?
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Što je mačeta? U kojoj pupa fazi si sada?
13:14
Why is it important to reboot? What does the red represent?
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Zašto je važno ponovno podignuti sustav? Što predstavlja crveno?
13:17
Tell me a little bit about that part.
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Reci mi nešto o tom dijelu.
13:19
... A little more about you that is not who you are.
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... Malo više o tome tko ti nisi.
13:22
What are some other metamorphoses that you've had?
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Koje su neke druge metamorfoze koje si imao?
13:24
... Doesn't have to be fear. What kind of roller coaster are you on?
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... Ne mora biti strah. Na kojoj vrsti tobogana ste?
13:26
MS: EEEEEE! (A: Thank you.) No, thank you.
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MS: Eeeeee! (A: Hvala vam.) Ne, hvala vama.
13:28
A: Thanks for you patience. (MS: Great job.)
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A: Hvala na strpljivosti. (MS: Sjajan posao.)
13:30
A: Yeah. (MS: Thanks a lot.) All right.
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A: Da. (MS: Puno hvala.) Dobro.
13:32
MS: Yeah, I don't know what's going to come of this.
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MS: Da, ne znam što će ispasti iz ovoga.
13:34
There was a whole lot of crazy going on in there.
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Puno toga ludoga se ovdje dogodilo.
13:37
Lindsay Zaltman: The first thing we saw was this idea
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Lindsay Zaltman: Prva stvar koju je vidio bila je ova ideja
13:39
that you had two distinct, but complementary
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da imate dvije različite, ali komplementarne,
13:41
sides to your brand personality --
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strane vaše osobnosti marke --
13:44
the Morgan Spurlock brand is a mindful/play brand.
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Morgan Spurlock marka je pažljiva/zaigrana marka.
13:47
Those are juxtaposed very nicely together.
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One su suprotstavljene vrlo lijepo zajedno.
13:49
And I think there's almost a paradox with those.
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I mislim kako postoji paradoks s njima.
13:51
And I think some companies
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I mislim kako će se neke kompanije
13:53
will just focus on one of their strengths or the other
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usmjeriti samo na jednu od svojih snaga ili drugu
13:56
instead of focusing on both.
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umjesto da se usmjere na obje.
13:58
Most companies tend to -- and it's human nature --
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Većina kompanija ima namjeru -- i to je ljudska priroda --
14:01
to avoid things that they're not sure of,
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izbjegavati stvari u koje nisu sigurne,
14:03
avoid fear, those elements,
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izbjegavati strah, te elemente,
14:05
and you really embrace those,
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i stvarno prihvatiti te,
14:07
and you actually turn them into positives for you, and it's a neat thing to see.
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i u stvari ih pretvoriti u pozitivno za sebe, i to je lijepo za vidjeti.
14:10
What other brands are like that?
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Koje su druge marke takve?
14:12
The first on here is the classic, Apple.
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Prva ovdje je klasik, Apple.
14:14
And you can see here too, Target, Wii,
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I možete vidjeti također ovdje, Target, Wii,
14:17
Mini from the Mini Coopers, and JetBlue.
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Mini od Mini Cooper-a, i JetBlue.
14:20
Now there's playful brands and mindful brands,
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Postoje razigrane i svjesne marke,
14:22
those things that have come and gone,
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te stvari koje dođu i odu,
14:24
but a playful, mindful brand is a pretty powerful thing.
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ali razigrana, svjesna marka je prilično snažna stvar.
14:27
MS: A playful, mindful brand. What is your brand?
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MS: Svjesna, razigrana marka. Koja je vaša marka?
14:29
If somebody asked you to describe your brand identity, your brand personality,
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Kada bi vas netko pitao da mu opišete identitet marke, osobnost vaše marke,
14:32
what would you be?
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što bi to bilo?
14:34
Are you an up attribute? Are you something that gets the blood flowing?
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Jeste li atribut koji ide gore? Jeste li nešto od čega krv poteče?
14:37
Or are you more of a down attribute?
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Ili ste atribut koji ide dolje?
14:39
Are you something that's a little more calm, reserved, conservative?
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Jeste li nešto što je više smireno, rezervirano, konzervativno?
14:42
Up attributes are things like being playful,
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Gornji atributi su stvari poput razigranosti,
14:45
being fresh like the Fresh Prince,
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biti svijež poput Fresh Prince-a,
14:48
contemporary, adventurous,
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suvremen, avanturističan,
14:50
edgy or daring like Errol Flynn,
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naoštren ili onaj koji se usuđuje poput Errol Flynn-a,
14:52
nimble or agile, profane, domineering,
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okretan i agilan, profane, nadmen,
14:55
magical or mystical like Gandalf.
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magičan ili mističan poput Gandalf-a.
14:57
Or are you more of a down attribute?
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Ili imate donje atribute?
14:59
Are you mindful, sophisticated like 007?
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Jeste li pažljivi, sofisticirani poput 007?
15:01
Are you established, traditional, nurturing, protective,
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Jeste li uspostavljeni, tradicionalni, njegovani, obrambeni,
15:04
empathetic like the Oprah?
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empatični poput Oprah?
15:06
Are you reliable, stable, familiar,
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Jeste li pouzdani, stabilni, poznati,
15:08
safe, secure, sacred,
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sigurni, osigurani, sveti,
15:10
contemplative or wise
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kontemplativni ili mudri
15:12
like the Dalai Lama or Yoda?
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poput Dalai Lame ili Yode?
15:14
Over the course of this film,
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Tijekom ovog filma,
15:17
we had 500-plus companies
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imali smo više od 500 kompanija
15:19
who were up and down companies
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koje su bile gornje i donje kompanije
15:21
saying, "no," they didn't want any part of this project.
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govoreći, 'ne', one ne žele biti dio ovog projekta.
15:23
They wanted nothing to do with this film, mainly because they would have no control,
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Nisu željele imati ništa s ovim filmom, uglavnom jer ne bi imale kontrolu,
15:26
they would have no control over the final product.
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ne bi imale kontrolu nad krajnjim proizvodom.
15:28
But we did get 17 brand partners
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Ali dobili smo 17 marki partnera
15:30
who were willing to relinquish that control,
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koje su bile spremne odreći se te kontrole,
15:32
who wanted to be in business
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koji su htjeli biti u poslu
15:34
with someone as mindful and as playful as myself
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s nekim pažljivim i zaigranim poput mene,
15:37
and who ultimately empowered us to tell stories
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i koje su nas osnažile da ispričamo priču
15:39
that normally we wouldn't be able to tell --
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koja se normalno ne bi mogla ispričati --
15:42
stories that an advertiser would normally never get behind.
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priče iza kojih oglašivač normalno ne bi nikada stao.
15:45
They enabled us to tell the story about neuromarketing,
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One su nam omogućile da ispričamo priče o neuromarketingu,
15:48
as we got into telling the story in this film
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kao što smo ušli u pričanje priče u ovom filmu
15:50
about how now they're using MRI's
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o tome kako sada koriste MRI
15:52
to target the desire centers of your brain
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kako bi ciljale poželjne centre u vašem mozgu
15:54
for both commercials as well as movie marketing.
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za oboje komercijalni kao i filmski marketing.
15:57
We went to San Paulo where they have banned outdoor advertising.
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Otišli smo u San Paulo gdje su zabranili vanjsko oglašavanje.
16:00
In the entire city for the past five years,
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U cijelom gradu u proteklih pet godina,
16:02
there's no billboards, there's no posters, there's no flyers, nothing.
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nema oglasnih panoa, nema postera, nema flajera, ništa.
16:05
(Applause)
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(Pljesak)
16:07
And we went to school districts
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I otišli smo u škole
16:09
where now companies are making their way
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gdje kompanije stvaraju svoje putove
16:11
into cash-strapped schools all across America.
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u gotovinom oskudne škole širom Amerike.
16:14
What's incredible for me is the projects that I've gotten the most feedback out of,
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Ono što je nevjerojatno za mene jest projekt iz kojeg sam dobio najviše povratnih informacija,
16:17
or I've had the most success in,
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ili u kojima sam imao najviše uspjeha,
16:19
are ones where I've interacted with things directly.
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a to su oni gdje sam ušao u interakciju direktno.
16:21
And that's what these brands did.
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A to je ono što su te marke napravile,
16:23
They cut out the middleman, they cut out their agencies
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odrezale su posrednike, odrezale su agencije
16:25
and said, "Maybe these agencies
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i rekle, možda te agencije
16:27
don't have my best interest in mind.
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nemaju moj najbolji interes na umu.
16:29
I'm going to deal directly with the artist.
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Surađivati ću direktno s umjetnikom.
16:31
I'm going to work with him to create something different,
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Raditi ću s njime kako bi stvorio nešto drugačije,
16:33
something that's going to get people thinking,
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nešto što će potaknuti ljude da razmisle,
16:35
that's going to challenge the way we look at the world."
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nešto što će izazvati način na koji gledamo na svijet.
16:37
And how has that been for them? Has it been successful?
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I kako je to bilo za njih? Je li bilo uspješno?
16:39
Well, since the film premiered at the Sundance Film Festival, let's take a look.
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Dakle, otkako je film imao premijeru na Sundance filmskom festivalu, pogledajmo.
16:42
According to Burrelles, the movie premiered in January,
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Prema Burrelles-u film je imao premijeru u siječnju,
16:45
and since then -- and this isn't even the whole thing --
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i od tada -- a to nije čak ni cijela stvar --
16:47
we've had 900 million media impressions for this film.
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imali smo 900 milijuna medijskih impresija o filmu.
16:50
That's literally covering just like a two and a half-week period.
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To doslovno pokriva samo period od dva i pol tjedna.
16:52
That's only online -- no print, no TV.
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To je samo on-line -- bez printa, bez TV-a.
16:54
The film hasn't even been distributed yet.
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Film još nije krenuo s distribucijom.
16:56
It's not even online. It's not even streaming.
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Čak ga nema on-line. Ne odašilja se.
16:58
It's not even been out into other foreign countries yet.
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Nema ga još u drugim stranim zemljama.
17:01
So ultimately,
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Dakle ultimativno,
17:03
this film has already started to gain a lot of momentum.
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taj je film počeo prikupljati snažan momentum.
17:06
And not bad for a project that almost every ad agency we talked to
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I nije tako loše za projekt, za koji je gotovo svaka oglašivačka agencija s kojom smo razgovarali
17:09
advised their clients not to take part.
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savjetovala svojim klijentima da ne budu dio toga.
17:11
What I always believe
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Ono u što ja uvijek vjerujem
17:13
is that if you take chances, if you take risks,
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jest da ako pokušaš, ako riskiraš,
17:15
that in those risks will come opportunity.
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onda će se u tim rizicima pojaviti prilika.
17:18
I believe that when you push people away from that,
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Vjerujem ako otjeraš ljude od tamo,
17:20
you're pushing them more towards failure.
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onda ih guraš još više u neuspjeh.
17:22
I believe that when you train your employees to be risk averse,
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Vjerujem u to, kada istreniraš svoje zaposlenike da budu neskloni riziku,
17:25
then you're preparing your whole company
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onda pripremaš svoju cijelu kompaniju
17:27
to be reward challenged.
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da bude izazvana nagradama.
17:29
I feel like that what has to happen moving forward
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Osjećam kako ono što će se morati dogoditi dok se krećemo naprijed
17:31
is we need to encourage people to take risks.
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jest potreba da ohrabrimo ljude da riskiraju.
17:34
We need to encourage people to not be afraid
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Moramo ohrabriti ljude da se ne boje
17:36
of opportunities that may scare them.
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prilika koji ih mogu uplašiti.
17:38
Ultimately, moving forward,
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Ultimativno, napredujući,
17:40
I think we have to embrace fear.
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mislim da moramo prigrliti strah.
17:42
We've got to put that bear in a cage.
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Moramo staviti tog medvjeda u kavez.
17:44
(Laughter)
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(Smijeh)
17:51
Embrace fear. Embrace risk.
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Prigrlite strah. Prigrlite rizik.
17:54
One big spoonful at a time, we have to embrace risk.
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Jednu po jednu punu žlicu, moramo prigrliti rizik.
17:57
And ultimately, we have to embrace transparency.
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I na kraju, moramo prigrliti transparentnost.
18:01
Today, more than ever,
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Danas, više nego ikada,
18:03
a little honesty is going to go a long way.
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malo iskrenosti nas može dugo voditi.
18:05
And that being said, through honesty and transparency,
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I nakon što sam to rekao, kroz iskrenost i transparentnost,
18:08
my entire talk, "Embrace Transparency,"
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moj cijeli govor, "Prigrlite transparentnost",
18:11
has been brought to you
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vam je donesen
18:13
by my good friends at EMC,
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od mojih dobrih prijatelja u EMC-u,
18:16
who for $7,100
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koji su za 7.100$,
18:18
bought the naming rights on eBay.
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kupili prava na Ebay-u.
18:20
(Applause)
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(Pljesak)
18:29
EMC: Turning big data
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EMC: Pretvara velike podatke
18:32
into big opportunity
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u velike prilike
18:34
for organizations all over the world.
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za organizacije širom svijeta.
18:36
EMC presents: "Embrace Transparency."
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EMC predstavlja "Prigrlite transparentnost".
18:39
Thank you very much, guys.
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Hvala vam puno, dečki.
18:41
(Applause)
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(Pljesak)
18:54
June Cohen: So, Morgan,
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June Cohen: Dakle, Morgan,
18:57
in the name of transparency,
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u ime transparentnosti,
18:59
what exactly happened to that $7,100?
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što se točno dogodilo s tih 7.100$?
19:01
MS: That is a fantastic question.
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MS: To je sjajno pitanje.
19:04
I have in my pocket a check
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Imam u džepu ček
19:07
made out to the parent organization to the TED organization,
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koji je naslovljen na roditeljsku organizaciju TED-a,
19:09
the Sapling Foundation --
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Sapling fondaciju --
19:11
a check for $7,100
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ček na 7.100$
19:13
to be applied toward my attendance for next year's TED.
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koji će se iskoristiti za moju prisutnost na slijedećem TED-u.
19:16
(Laughter)
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(Smijeh)
19:18
(Applause)
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(Pljesak)
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