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, whether they like it or not.

The Glimpse

Imagine a world where...
public spaces made us feel good

We ran a successful Kickstarter 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 from commercial interests.

The Impact


Global media reach


Advertising value equivalent


Best Kickstarter of all time (The Observer)

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

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 for the first time.

Imagine if all of our public spaces sparked conversations and curiosity like this.

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The purrfect remedy to aggressive advertising