- Every ad at the Clapham Common Tube station has been replaced with cat photos
- It’s part of a Kickstarter campaign initiated by Glimpse
- One of the aim of the campaign is to support feline welfare charities in the UK
Daily commuters at the Clapham Common Tube station in London were in for a surprise — the subway station is overrun with cats!
Photos of cats are everywhere, staring at passers-by with their steely cat eyes from giant posters on the wall and turnstiles.
It’s all part of a crowdfunded campaign, called Citizen Advertising Takeover Service (CATS) or #CatsNotAds to replace all ads at the station with pictures of kitties. #CatsNotAds is an initiative of a non-government affiliated collective of creatives who want to use their skills for good, as per an article published by CNN.
A total of 68 portraits feature stray cats from two rescue charities: Battersea Dogs & Cats Home, and Cats Protection
“We tried to imagine a world where public spaces made you feel good. We hope people will enjoy being in the station and maybe think a bit differently about the world around them,” says Glimpse founder and #CatsNotAds leader James Turner.
“Instead of asking you to buy something, we’re asking you to think about what’s really valuable in your life. It might not be cats, but it’s probably something you can’t find in the shops,” he added.
Turner explained that the campaign aims to help these furry cuties find a new home and their shelters get funded in the most fun and “pawsitive” way.
“We raised the money through some great press attention, lots of hard work and hundreds of generous backers. We didn’t work with any agencies to reach it,” he told AdFreak.
The posters will be up for the next two weeks, with placement that includes ticket gateways, 54 escalator panels and 14 large posters that guide people to the main platform.
While their first project is already a hit, the #CatsNotAds team is now planning their next “takeover” and are taking suggestions at their website.