Paws-itive Pro-purr-ganda: Cats Take Over Advertising in London Underground

This marketing campaign is thinking outside of the litter box.

Visitors to the Clapham Common train station in South London were treated to a vision of a more feline future during their daily commute, or at least, an example of what the world would look like if billboard advertisements were replaced by pictures of cats.

A group of creative Brits from Glimpse are taking credit for the two-week #catsnotads campaign, which covered 68 ads, haranguing for any number of goods and services, with photos of felines.

“We want to inspire people to think differently about the world and realize they have the power to change it,” Glimpse founder James Turner posted to Medium.

Funding for the Citizens Advertising Takeover Service purr-duction came in part from a Kickstarter campaign that landed over #30,000 from more than 680 supporters.

“Back in February we asked ourselves to ‘imagine a world where friends and experiences were more valuable than stuff you can buy,'” Turner wrote. “The team began thinking about crowdfunding to replace tube adverts with something else. Beautiful forests? Time spent with family? Hmmm. We wanted this to become famous, so we needed something the internet would love.”

Several of the cats pictures around the Clapham Common tube are currently available for adoption through Cats Protection, and more information is included on the posters. Turner is hoping that while more attention is being paid to this paws-itive message, and #catsnotads builds steam on the internet, travelers begin to think differently about what they have the power to achieve.

“It’s important to say that we’re not against advertising,” Turner wrote. “We need creativity more than ever, to open our eyes to new ways of looking at the world and thinking about our place within it. We want agencies and brands to be mindful of the power they wield and to use it to encourage positive values in society.”

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