The Sunday Times Rich List is a national institution and has been running for over 25 years. Many people who don't regularly read the Sunday Times buy the edition just to get their hands on the collectable Rich List. To promote the 2014 edition, Grey London combined the audience's love of celebrity with the materialism inherent in the Rich List. A familiar phrase formed the simple premise of the campaign: fat cats. Leveraging the likenesses of Elton John, Richard Branson and Simon Cowell, Grey gave the meaning to the phrase by creating celebrity fat cats, perfectly capturing the spirit of the Rich List in an image that even ended up on the cover of the magazine itself.
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