When we create this campaign LED lighting was seen as unproven, unreliable and given to poor light quality. We needed to dispel industry myths around LEDs and prove the unique value of combining computer and lighting expertise. 

A combination that very few could brag about besides Toshiba. This campaign resonated within the industry and built confidence in Toshiba as the go-to brand in LED Lighting. It consisted of traditional and non-traditional trade solutions living online, in print and in the real world.