The Challenge

London has one of the highest levels of outdoor advertising in the world. The average person sees up to 5,000 ads every single day.

Our public spaces belong to us. But sometimes it doesn't feel that way.

The Glimpse

The Citizens Advertising Takeover Service (C.A.T.S) was a crowdfunded campaign to replace all the adverts in a London Tube station with pictures of cats.

We wanted to claw back a corner of public space and put people back in charge.

Our Kickstarter campaign raised £25,000 in less than a month. A few weeks later, we replaced 68 adverts at Clapham Common Tube station.

The project had a media reach of over 1bn and over 200 million people on social. It generated over £42m in advertising value equivalent (rather ironically).

Our CATS appeared on CNN, Japanese TV, and even feature in a school textbook about consumerism.

More importantly, we created a moment of joy and curiosity for commuters and visitors alike.

Thousands came to the station to see the cats, and strangers talked to each other to explain the concept.

One visitor said: "You've done something good in a world that truly needs it right now."