To demonstrate the superiority of Philips products, we designed a competition asking people to challenge Philips in the most imaginative way possible. We decided to launch Philips_vs, a madcap experiment spanning Twitter, YouTube and the wider online community. Users were invited to tweet their 140 character challenges for a chance to win a 21:9 TV and have their challenge made and filmed for real. We seeded sample films across Youtube, that were designed to inspire the audience and get the idea talked about.We filmed an experiment in which we challenged a Philips Wake Up Light to wake up a farmyard rooster before the sun came up. Probably not the most scientific challenge, but good entertainment all the same.