Consumers are embracing new forms of collective action in order to take control of shared spaces – and their own lives. Here’s proof, if any were needed, that there’s nothing that can’t be achieved via the connected crowd.
September 2016 saw a Kickstarter campaign successfully replace all the billboards in London’s Clapham Common Tube station with pictures of cats. The project achieved full funding with the help of donations following the successful #CatsNotAds crowdfunding campaign. Developed by the creative agency Glimpse Collective, #CatsNotAds was intended to demonstrate to consumers the power they have to change their physical environment. The campaign also gained support from a number of animal welfare charities, and was used to advertise cats who needed to find a new home.