Philips is the #1 maker of LED lightbulbs, but no one knew. And no one cared. So rather than take on a traditional competitor like General Electric, we set our sights a little higher...like, up in sky.

"The Second Ultimate Light Source" was a launch campaign for Philips Lighting that compared all that LED bulbs can do—to all the things that the sun (no offense) cannot. Changing colors? No problem. Cool temperatures? Of course. Philips bulbs can do all that and more. Can the sun say that?

Each playful message began with "Dear Sun" and addressed our biggest competitor head-on. We spoke directly to the sun at the beach, in hot parking lots, from the rooftops of skyscrapers, on TV, and online.

A launch film led viewers to a web experience that changed into infinite colors—just like our bulbs—from a bright sunrise, to moody sunset. And along the way, we showed how Philips lets you capture all the warmth, color and beauty of sunlight—all in a single LED bulb you can have at home.

Yes, the sun is still the ultimate light source. But we set out to prove that Philips is getting closer every day.