A dog interacts with one of the cat posters at Clapham Common tube station in Lond@CatsNotAds/Twitter

Cats have become the guilty pleasure of the online world, but a group in London wanted to bring that same joy to commuters while inspiring them “to think differently.”


Glimpse, a new collective started the Citizens Advertising Takeover Service (CATS) Kickstarter campaign about six months ago to replace add the ads — 68 in all — at the Clapham Common tube station in south London for two weeks.


The met their £23,000 ($30,000) goal, and put them up Monday. One poster reportedlyfeatures cats from those who donated £100 ($132) to the Kickstarter.


Thought the group teamed up with Battersea Dogs & Cats home andCats Protection, with the final posters featuring real stray cats that need homes, they said that they have no marketing agenda.


“This isn’t a clever marketing stunt for a pet food brand, or a guerrilla campaign for a new TV series. The people behind it are volunteers who raised the money on Kickstarter. We want to inspire people to think differently about the world and realize they have the power to change it,”wrote James Turner, founder of Glimpse.

Turner added that they’re not “against advertising, but want to “want agencies and brands to be mindful of the power they wield and to use it to encourage positive values in society. Things like empathy and tolerance, community and togetherness deserve to be at the heart of our culture. In these dark times, visionary artists are already using these values to illuminate a path to a better future. Imagine a world where the creative industry used its enormous power to make these values feel aspirational and relevant to millions of people.”