London has one of the highest levels of outdoor advertising in the world, and sometimes this can feel overwhelming.

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 the people (and their animals) 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 reached over 200 million people on social and generated over £42m in advertising value equivalent (rather ironically).

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.

We were particularly happy to hear the comment of one visitor to Clapham:

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