Londoners are fed up with ads in their subway systems, so they replaced the photos with adorable cats.
Glimpse, a new collective of volunteers, created the Citizens Advertising Takeover Service (or CATS) in order to launch a crowdfunded campaign. CATS raised more than $30,000, and used the funds to replace 68 advertisements at the Clapham Common tube station in South London.
The group also teamed up with Cats Protection, the UK’s largest feline welfare charity – so each picture is of a cat that’s looking for a home.
“It’s important to say that we’re not against advertising,” Glimpse founder James Turner wrote in a Medium post. “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.”
Check out some of the pictures from the #CatsNotAds movement here.