Most people keep a wary eye on the sky when thunderclouds roll in, but not the creators of this poster for the new Volvo S90T8 in Thailand. In fact, they couldn’t wait for lightning to strike. Set up in the midst of Thai storm season, the poster incorporated a lightning rod that directed the storm’s energy into the billboard. So the poster lit up when hit by a bolt from the blue. The effect was filmed and relayed to other digital posters around Bangkok, as well as on line, creating a pretty flashy PR campaign for the electric (of course) vehicle.