"Ok you've got 'Shoprite' and an arrow pointing in the direction of the store on the billboard. You still have a lot of open space left."
"Hmmm, Put 'This Way To' in there as well. I'm thinking top corner."
"Right...still have room for more. Actually a lot more."
"Really? I don't know, that's everything on my checklist. Just stick a donkey's face on there and let's be done with it."