CHI & Partners have unveiled their latest campaign for the Sunday Times Rich List.
May 3, 2012
The Rich List, out on 29th April, is the definitive guide to the UK’s wealthiest people. In recent years the advertising work has been amongst the most creatively awarded in the UK;the 2010 campaign picking up a D&AD Yellow Pencil and the 2011 work, a Gold for Best Press Campaign at the Creative Circle Awards and 4 Silver medals at the Campaign Big Awards (further details below).
This year’s campaign continues in the same cheeky vein of previous years by re-sizing celebrities featured in the list proportionately to their wealth.
The first execution sees the stars of the Harry Potter franchise on the red carpet, with JK Rowling enlarged so that her top half disappears off the page whilst Rupert Grint is almost invisible by her feet.
Other celebrities in the campaign include the cast of Dragon’s Den and the Rolling Stones all of whom have been proportionately re-sized to the same comic effect.
The campaign launched-in paper in weekly stages and is accompanied by outdoor posters, radio, ROI TV and social media.