When it was asked to promote microwaveable popcorn Butterkist, London agency St Luke’s realized that a digital billboard has the same proportions as a microwave oven. Only scaled up a bit. So billboards all over town were suddenly filled with the spectacle of a bag of popcorn slowly revolving in an oven, with the popcorn…well, popping inside. Without even having to add a call to action, it was enough to make sales explode. Plus the campaign popped up as a winner at the Caples Awards and the Food & Beverages Awards.