From the painted wall signs of the 1890s, to neon spectaculars dotting some of the world’s most majestic skylines, outdoor ads have always featured prominently in Coke’s marketing mix. Billboards and other signage have only a few seconds (or less) to catch the collective eye of motorists or pedestrians, which means brands must take bold, envelope-pushing steps to make a lasting impression in an increasingly message-saturated marketplace.

Take a look at the slideshow above for a few of the most innovative outdoor ads The Coca-Cola Company has produced in recent years. And be sure to post your favorites in the comments section below.