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Up close from afar with the World’s most endangered animals

Press release   •   May 04, 2017 01:01 CEST

                                                  A rare glimpse of the most endangered species;

                                             Sony’s stunning wildlife photography series reveals all

  • Silent shutter and super-telephoto zoom capabilities of the Sony RX10 III enabled wildlife photographers from around Europe to capture incredible imagery of the most endangered animals without disturbing them
  • With an estimated 3,200 European Bison in existence, these beautiful animals all feature on the IUCN’s (International Union for Conservation of Nature) ‘Red List’ of worldwide threatened species
  • Birds such as the Atlantic Puffin were declared ‘vulnerable’ in 2015 and declining at a significant rate. The Little Bustard, a little bird that looks like it is wearing a ‘tuxedo’, is estimated to be declining by 30-49% in the past thirty years across its European population
  • Sony and the European Outdoor Conservation Association (EOCA) have worked together to help raise awareness of some of the world’s rarest species through a stunning photography series
  • The largest herbivore in Europe, the European Bison was brought back from the brink of extinction in the last two decades alone.

This spring, wildlife photographers across Europe – a UK photographer and finalist in the Wildlife Photographer of the Year 2014 and 2016, Sam Hobson, an award-winning Finnish wildlife photographer Lassi Rautiainen, Spanish nature photographer Javier Alonso Huerta, Swiss wildlife photographer Markus P. Stähli and nature photographer Gustav Kiburg - captured stunning imagery of these animals in their natural environment, made possible with the incredible focal range of the Sony RX10 III.

The ‘rare’ collection of photographs captures some of the rarest mammals and birds in the world; as part of Sony’s ongoing commitment to support the protection of wildlife. Sony has partnered with the European Outdoor Conservation Association, who fund grassroot conservation projects worldwide, on this project.

Sam Hobson, Wildlife Photographer of the Year, also captured imagery of the Wolverine, not just a character from the big screen, but a rarely glimpsed species with just 2,260 thought to inhabit Europe. Although categorised as ‘Least Concern’ on the IUCN Red List, the species has seen significant decline in Europe in the last decade.

Yann Salmon Legagneur, Head of Product Marketing, Digital Imaging for Sony Europe, commented: “We are delighted to showcase this collection of beautiful rare animals’ pictures, creatures that can be found right on our European doorstep. The Sony RX10 III, with its extended 600mm super-telephoto zoom lens and silent shutter capability ensures that these incredible animals are not disturbed whilst photos are taken.”

Catherine Savidge, General Manager, European Outdoor Conservation Association, said: “By capturing these images, we are able to share photography of these wondrous animals in their natural habitat with those who might never see them. In ten years, EOCA has raised over €2 million from the outdoor industry and spent 100% of it on projects conserving threatened species and habits in 41 different countries. Working with Sony enables us to highlight this vital conservation work to the public.”

The Sony RX10 III is the perfect piece of kit for professional and amateur wildlife photographers alike.

– Ends –

Notes to Editors

For more information or images, please contact Hope&Glory:

Phoebe Mellor / 0203 588 9720

Lydia Stewart / 020 3588 9704

About the RX10 III

With vast zoom range out to 600mm, efficient 1.0-type image sensor, large-aperture 24-600mm lens and 25x zoom lens, subjects now stand out beautifully, even when shot at extreme distances or close up.

Key features:

  • The first 25x 600mm super-telephoto zoom lens in the RX series
  • Incredible focal range of 24-600mm covering a range from wide-open vistas to extra-close-up action
  • Fast and silent shutter capability ensuring sharp, undistorted images can be captured without disturbing the surrounding environment
  • Optical image stabilisation technology prevents camera blur to ensure smooth, stable framing and shooting

About European Outdoor Conservation Association

The European Outdoor Conservation Association is an initiative from the European outdoor industry with the objective of protecting the wild areas it cares so passionately about.

Designed to harness the incredible power of the outdoor industry and to raise money to donate to grassroots conservation groups, the European Outdoor Conservation Association is funded by membership and other fundraising activities within the outdoor industry. 100% of membership fees go to the support of projects. Membership is open to anyone that can demonstrate an involvement in the European outdoor industry. EOCA website:

About the IUCN Red List

EOCA works with the IUCN, the organisation that creates the Red List. The IUCN Red List of Threatened Species™ provides taxonomic, conservation status and distribution information on plants, fungi and animals that have been globally evaluated using the IUCN Red List Categories and Criteria. This system is designed to determine the relative risk of extinction, and the main purpose of the IUCN Red List is to catalogue and highlight those plants and animals that are facing a higher risk of global extinction (i.e. those listed as Critically Endangered, Endangered and Vulnerable).

The full list of endangered and vulnerable mammals and birds

(*those starred have been photographed as part of this project) –

Critically Endangered Birds Critically Endangered Mammals

Balearic Shearwater Saiga

Slender-billed Curlew Iberian Lynx

Common Buttonquail Mediterranean Monk Seal

Yellow-breasted Bunting North Atlantic Right Whale

Asian Houbara Bavarian Pine Vole

Sociable Lapwing

Brown Fish-owl

Steppe Eagle

Black Lark

Desert Lark

Endangered Birds Endangered Mammals

Lesser White-fronted Goose European Mink

Greater Spotted Eagle Sei Whale

Tundra Swan Blue Whale

Black-bellied Sandgrouse Azores Noctule

Red-knobbed Coot Madeira Pipistrelle

White-faced Storm-petrel Canary Long-Eared Bat

Zino’s Petrel Roach’s Mouse-Tailed Dormouse

Azores Bullfinch Sandy Mole Rat

White-headed Duck Canary Shrew

Northern Fulmar

Egyptian Vulture

Lanner Falcon

Atlantic Puffin*

Pallas’s Sandgrouse

Ross’s Gull

Pallid Scops-owl

Pied Kingfisher

Red-tailed Wheatear

Vulnerable Birds Vulnerable Mammals

Marbled Teal European Bison*

Greater Sandplover Russian Desman

Black-winged Pratincole Polar Bear

Common Eider* Marbled Polecat

Black-tailed Godwit Harbour Porpoise

Black-legged Kittiwake Sperm Whale

Willow Grouse Western Barbastelle

Long-tailed Duck Bechstein’s Myotis

Velvet Scoter Long-Fingered Bat

Common Pochard* Sardinian Long-Eared Bat

Greater Scaup Blasius’ Horseshoe Bat

Little Swift Mehely’s Horseshoe Bat

Little Bustard* Broom Hare

Common Loon Corsican Hare

Monteiro’s Storm-petrel Cabrera’s Volve

Desertas Petrel Giant Mole Rat

Eurasian Oystercatcher Podolsk Mole Rat

Northern Lapwing European Souslik

Eurasian Curlew Cretan White-Toothed Shrew

Curlew Sandpiper

Bearded Vulture

Spanish Imperial Eagle

Common Kingfisher*

Saker Falcon

Great Grey Shrike

Dupont’s Lark

Aquatic Warbler

Corsican Nuthatch

Black Wheatear

Cinereous Bunting

Rustic Bunting

European Turtle-dove

Yellow-billed Loon

Red-wattled Lapwing


White-breasted Kingfisher

Dead Sea Sparrow

Pechora Pipit

Pine Bunting

Sony Corporation is a leading manufacturer of audio, video, imaging, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Sony recorded consolidated annual sales of approximately $72 billion for the fiscal year ended March 31, 2016. Sony Global Web Site: