What you're looking at in this photo is being described as "the world's most energy-efficient light bulb."
And the cool thing is, it was created by three Canadian guys - all of them graduates of the University of Toronto.
It's called 'The Nanolight', and it's said to produce as much light as a 100-watt incandescent bulb but it only uses an eighth of the power.
The guys who developed it - Gimmy Chu, Tom Rodinger and Christian Yan - posted the idea on Kickstarter a month ago to get the word out.
Originally, they hoped to raise $20,000 for the project. They've long since passed that - raising more than $150,000 and more than 3,000 backers.
"It's been incredible for us," said Chu, the product developer for Nanolight. He has a Bachelor of Science degree and has worked more than seven years as a technology consultant.
"What's next is to set up manufacturing lines so we can actually start producing for all our backers."
The guys got to know each other in 2005 at U of T, where they worked on the university's solar car project.
Three years ago, they decided to use their science and engineering backgrounds "to create real-world products," Chu told the Toronto Star.
There are three versions of the Nanolight.
A 10 watt version, equivalent to a 75-watt incandescent bulb
12 watts, equivalent to a 100-watt incandescent bulb
An even brighter 12-watt bulb, created "using the best components available without any regard for price"
Here's the video they posted on Kickstarter.
"To get that kind of efficiency, we had to redesign the whole idea of an LED light bulb from the ground up," said Chu.
The bulbs are made of circuit-board material with LED's attached to it, and are folded up into the shape of a light bulb.
"It looks kind of funky," Chu said. "But it's hard to change the consumer's mind on what a light bulb is supposed to look like. But this light bulb is a lot brighter and lasts longer."
The company said that if you burn the bulb for an average of three hours a day, it would last 20 years. And according to Chu, it "mimics the traditional incandescent light bulb in that it shines light in all directions."
It also plugs into a regular lighting fixture and is designed to work under different countries' standards.
Their Kickstarter campaign ends next month, on March 8. So far, they've got pre-orders for more than 3,000 bulbs.
Anyone who's pledged $30 or more will get the 10 watt version. $45 or more will get you the 12 watt bulb.
The first bulbs are expected to shipped out in May, for free, directly to the customer anywhere in the world.
The guys are also working on other models, including a bulb you can dim. And they're trying to secure distributors and investors, and set up a production line in China.