The Sunday Times Rich List

"The Sunday Times Rich List is Britain’s annual opportunity to have a nose into the finances of its 1,000 wealthiest people, but compiling the 56-page magazine is also a rigorous journalistic exercise. Every Penny Counted playfully reflected this tension by turning well-known faces such as Anthony Joshua, JK Rowling, The Queen and Brian May from Queen upside down to shake out their pocket change – to make sure every last penny was included in the rankings. The campaign delivered more than double its target for digital subscriptions and over-delivered on its site traffic target by 33%"