... and things got really cute.
We were pleasantly surprised on our morning commute to see that The Citizens Advertising Takeover service (yep- thats CATS) had replaced all 68 adverts in Clapham Common tube station.
All the moggies featured are up for adoption, at either Battersea Dogs & Cats home or Cats Protection. The project was funded initially by a campaign on Kickstarter, of which raised £23,000 and has gone towards the cat takeover.
Who may you ask are the cool cats behind this project? It is none other than Glimpse, a new collective which aims to use creativity for social causes.
"[We hope] it makes you feel a little bit different to the cacophony of ads you normally see on the commute" said Glimpse's founder James Turner.
We at Caulder Moore are unashamedly cat lovers (animal lovers in general actually!) but we love this takeover for more than its fluffy appeal. This now-viral campaign shows that above-the-line advertising can be just as effective as broadly speaking 'trendier'/ more effective methods of brand engagement and outreach... this project shows that content that offers entertainment, 'badge value' and affiliation/ belonging will ultimately be successful, regardless of what channel it is delivered on.
Glimpse are now working away at their next takeover, and they want you to help them out! Submit your ideas at CatsNotAds.org now!