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The Sunday Times Rich List Campaign - Dragons Den

Award: Wood Pencil

Wood Pencil / Press Advertising / Press Advertising / 2013

‘The Sunday Times Rich List’ is a list of the 1,000 wealthiest people or families in the UK, updated annually in April and published as a magazine supplement. ‘The Sunday Times Rich List’ has become an annual event that drives huge newspaper sales for ‘The Sunday Times’. It is one of the key events in the marketing calendar that attracts both loyal and casual readers. We therefore took famous partnerships and rescaled images so that their size within the advert was proportional to their wealth. This created adverts where the rules of how we see these people are changed when we see the comparison.

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