In addition to being the brand behind one of the world's most popular soft drinks, Coca-Cola is now in the Guinness Book of World Records, twice, for an impressive Times Square LED SCREEN billboard. The world’s first largest 3D robotic sign went up New York’s Times Square featuring Coca-Cola. The billboard was designed using 1,760 LED screens, which can move independently of one another with programmed choreography. The shifting advertisement changes images with a motion like a slow wave of water, providing viewers with an appealing transition. Almost after a century, Coca-Cola has installed its first sign in Times Square, people had the chance to experience the towering installation through a pop-up, interactive seating area inspired by the sign’s moving LED modules. Throughout the day, the seating installation released a refreshingly cool mist as brand ambassadors distributed iced cold Coca-Cola.

“From the beginning, our brief was to create a pause-and-refresh moment in the crowded environment of Times Square. Our proprietary 3D technology brings our iconic brands to life in a unique and differentiated way that will hopefully catch people’s attention and make them want to engage for a longer period of time,” said Kim Gnatt, group director, Business Strategy, Coca-Cola North America.

The LED SCREEN billboard took several years to create. Coca-Cola has not revealed details about the cost of the project but has highlighted how the brand prides itself on being a thought leader in inspiring advertising. This billboard is no exception, but even without knowing the dollar amount, it's probably outside the budgets of many companies.