If you have spent any time along the High Line Park in Chelsea, you will recognize this extremely prominent billboard that one artist had the audacity to climb and hack away at.

The original message (WTF is alternate side of the street parking anyway?) was selectively deleted to make way for a replacement question.

Working at night, Poster Boy risked discovery by people parking and picking up their cars in the directly adjacent lot, not to mention being highly visible from the street.

During the day, visitors sitting in the over-street theater seats within the elevated park have a direct view of this huge black-on-yellow poster. It is doubtful the change will survive long, so check it out while it lasts!

Known for his creative edits of local signage and hacked infrastructure, Poster Boy has a huge collection of photos you can browse of his work, ranging from small stickers added in unusual contexts to whole-billboard transformations.

The ability to track planes in mid-flight has produced many apps and websites for following jets through friendly skies, but this ad campaign applies this same data in a fun new way.

The interactive display even tells you the route, from takeoff to destination, of the plane you are seeing, and quotes you rates for future flights along that path.

The Look Up campaign by British Airways blends dynamic video billboards and airplane data to show a child pointing at actual planes in midair overhead.

From the company: “This is a first, not just for British Airways but for U.K. advertising. We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination. The clever technology allows this advert to engage people there and then and answer that question for them.”

With the constant innovations of advertising in new media, it’s easy to forget the tried and true forms of advertising that once dominated media buys. The old fashioned billboard tends to be plastered with text and ugly graphics, but there are pioneers who are pushing the limits of a once conservative business. Here are 16 creative billboards that step out of the bounds of an old media:

(Images via danvertising, artatm)

Billboards can do something even the most complicated online display advertising can – and that’s break through the boundaries and become truly interactive with the real world. There’s something about the tactile nature of this kind of ad that impels one to talk about it with friends.

(Images via andersonf, toxel, mymodernmet)

Sometimes it’s not what’s on the billboard, but rather how empty space is used. Removing part of a billboard to make a point is wonderful because it’s both eye catching, and shows that the advertiser took the time to study the environment the billboard would inhabit, and stylized it to interact uniquely.

(Images via inquisitr, billboardom, billboardom, fistofblog)

It’s amazing what you can do with a simple rectangle, and bringing in a little creativity with shape and texture can make a typically two dimensional ad medium really pop out. People expect something from a boring billboard, so it’s great when those expectations are ruined.

(Images via geekologie, greensboring, viviangrant, greensboring)

Bloom supermarkets have pioneered the most interactive billboards yet, by creating two different billboards that emit smells into the surrounding area. The first such billboard wafted steak scents for passing motorists, and the second incorporated a fallen muffin and wonderful blueberry muffin smells.

(Images via dailygalaxy, otakuchick)

Billboards can be a surprisingly effective platform (literally) for environmental causes, as exemplified by these creative setups, which destroy expectations of what’s possible with a rectangular space.

(Images via davewilliamsdesigns, thecrapbox, pedrogoico)

These billboards truly step off the board and enter the real world with their off the wall uses of 3 dimensional features. Figures escape the boundaries of the ad and become compelling entertainment.