Sony Europe

Sony Europe

October 14, 2010 18:00 ET

Creative Thinkers Wanted: Sony and WWF Call for Your Ideas on How Technology Can Help Preserve Our Planet's Resources

LONDON, UNITED KINGDOM--(Marketwire - Oct. 14, 2010) -

Editors Note: There is a video associated with this press release.

Contribute to the Open Planet Ideas project and join the journey from light bulb moment to proof of concept

- Sony and WWF call on creative thinkers from across the globe to get involved with the Open Planet Ideas project

- The challenge brief has now been revealed – using six key questions for guidance, participants are asked to develop ideas for how repurposed Sony technology could enable us to make better use of our planet's scarce resources

- Participants have until 29 November to join the Open Planet Ideas community and help evolve ideas

- The Open Planet Ideas community, along with the expert panel, made up of Sony and WWF representatives, will decide on the final concept idea

- Sony's R&D team, in collaboration with WWF, is committed to developing the final idea to proof of concept stage

- For more information see Open Planet Ideas.

Sony, with WWF's support, is calling on designers, inventors and creative thinkers to contribute to stage two of the Open Planet Ideas project by sharing ideas on how Sony technology can be utilised to help us sustain the planet's resources. The expert panel, along with the community, will select the most promising concepts. Once the winning concept is chosen, its contributors will work together with these experts, advancing the idea to the proof of concept stage to demonstrate its feasibility.

Open Planet Ideas is a truly collaborative project whereby the ideas put forward will be built upon and evolved by the community, and everyone is invited to participate and contribute. Involvement can range from applauding other people's concepts to refining them further or even contributing a totally new concept.

In the first stage of the project, more than 300 'inspirations' – in the form of comment, videos and images - were shared by the public. The expert panel made up of representatives from Sony and WWF explored and analysed the 'inspirations', identifying resource management – and specifically how we shape a cleaner, more sustainable future for our planet - as the underlying community concern. Based on this finding, the expert panel identified six key themes for stage two of the Open Planet Ideas project:

  • More with less: How can technology help us use our natural resources more efficiently?
  • Make it real: How can technology close the gap between our actions and their impacts?
  • Waste not: How can technology turn waste into something more useful?
  • Cleaner by design: How can technology help us design products, services and infrastructure with fewer environmental impacts in their manufacture, use and disposal?
  • Recycling revisited: How can technology help us get better at recycling?
  • Changing behaviour: How can technology help to make a less resource-intensive lifestyle not just the 'right' choice, but the more desirable option too?

The public has until 29 November to respond to these questions, by sharing and evolving creative ideas on how Sony technology can be used to tackle these key issues.

Jean-Paul Jeanrenaud, Corporate Relations Director at WWF International, said: "Open Planet Ideas is an exciting project that aims to tap into the creative imagination of people everywhere. We are excited by the prospect of how ideas, evolved and advanced by the community, may result in new ways in which technology can help address the challenge of One Planet Living."

Emily Nicoll, general manager of environmental communications, Sony Europe said: "We are thrilled by the amount of inspirations we have received during the first stage of the project. We are now looking forward to receiving people's ideas on how our technology can be re-purposed to tackle the challenge areas. We are confident that technology can play a leading role in solving vital environmental issues". Open Planet Ideas was put into action by Sony and WWF in collaboration with global design consultancy, IDEO. Its aims are to use the power of the 'community' for environmental and social good.

For more information see

Notes to editors:

More information about the Open Planet Ideas expert panel can be found here:


Open Planet ideas was launched 01 September 2010
The 'Imaginations' stage closes 06 October 2010
The 'Concept' stage closes 29 November 2010
Realisation starts 11 January 2011

About Sony:

Sony is a leading global innovator of audio, video, communications and information technology products for both the consumer and professional markets. Sony is renowned for its audio-visual products, such as the BRAVIA™ LCD high-definition television, Cyber-shot™ digital camera, Handycam® camcorder and Walkman® MP3 player as well as its VAIO™ personal computers and high-definition (HD) professional broadcast equipment, highlighted by the XDCAM® HD. Offering a complete end-to-end HD value chain and with its electronics, music, pictures, game and online businesses, Sony is one of the world's leading digital entertainment brands, employing approximately 170,000 people worldwide.

Through its long-term football partnerships as an official sponsor of the UEFA Champions League until 2012, Official FIFA Partner until 2014 and global sponsor of the FIFA World Cup™ in 2010 and 2014, Sony is inspiring sense of excitement for the millions of football fans around the world.

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