When a billboard is boring, it’s a brutal waste of money; a unique billboard, however, is positively compelling. Consider these clever marketing ploys that use the giant canvas a billboard provides to maximum advertising advantage. Wimbledon and McDonald’s each use nature to fuel their respective billboards, while Belvedere and Secret Diary of a Call Girl employ racy models to get their message across.

Whether they shock or inspire, one thing’s for sure about these unique billboards: They’re noticed.