A brilliant new campaign from Citizens Advertising Takeover Service (CATS) has replaced advertisements with – you guessed it – CATS!  The UK project reimagines public space as a space for public good, and has commuters smiling as they stroll the subways, surrounded by featured cats instead of solely being bombarded by products.  Researchers estimate around 5,000 ads are seen per day, and this project pokes playfully at that number.

CATS’ successful campaign had a simple aim, “taking over Clapham Common station for two weeks” by replacing dozens of ads with furry faces. The perk for pets is that the new features are cats available for adoption from Cats Protection, the UK’s largest feline welfare charity, and Battersea Dogs and Cats Rescue.  Cat’s Protection assists more than 200,000 cats each year Battersea cares for thousands of cats each year, connecting felines to forever homes in their adoption efforts.  In addition to smiles, no doubt, the publicity will help the featured cats.  The campaign has the added potential of raising awareness about adoption, too.  Well done!