Fat Cats

Every year, The Sunday Times publishes its annual Rich List.

A definitive guide to the wealth of Britain and the world, it’s the paper’s best-known supplement.

It’s the one everyone likes to talk about.

“The downside of doing great work is that next time the bar gets raised a little. It’s the curse of the long-running campaign. That fact alone makes the latest crop of ads in the series all the more worthy of praise” -Nick Kidney, Creative Director, BBH.

Every year, the Rich List campaign needs to be better than the last.

More memorable. More famous.

And this year, more than ever, it needed to push sales.

Traditionally, the ads have been about comparison. This time we needed a different approach.

One with mass appeal, but harder-working than ever before.

All this, on a marketing budget half that of 2013.

Taking one fat cat,
three lookalike actors
and three lookalike cats,
we fused the famous and the feline.

Globally renowned animal photographer Tim Flach and artist and retoucher Anthony Crossfield transformed the super-rich Sir Richard Branson, Sir Elton John and Simon Cowell
into literal fat cats.

These Iconic images made their way into editorial, print ads, OOH, homepage takeovers, digital escalator panels, Facebook and Twitter.

We also created a ‘making of’ film and a social ‘How to Become a Multi-Millionaire’ game.

The result was a funnier, more populist and more sharable Rich List campaign than ever.

Sir Richard Branson; wealth £3.6bn
Simon Cowell; wealth £300m
Sir Elton John; wealth £260m

Fat Cats is the most successful Rich List campaign ever. It smashed all targets on half 2013's budget.

One of many global PR highlights, C4 News ran a story on the Rich List “complete with Fat Cat caricatures”, giving our ads alone 20 seconds of prime time coverage — a first for News UK.

Gold and two Silvers in Outdoor and Press at the Campaign Big Awards — its first awards outing so far.

D&AD tweeted ‘Another year, another wonderful campaign for The Sunday Times Rich List by @GreyLondon’

VCCP Ran a spoof ‘Be More Dog’

press ad to promote O2's priority

package on the day the Rich List

launched. Flattery indeed from

last year’s Campaign of the Year!

In his ‘Pick of the Week’, Campaign’s Jeremy Lee said ‘The Rich List work looks like some of the strongest we’ll see this year in print. An impressive feat year in, year out.’

The Sunday Times journalists loved the work so much that for the first time in 26 years, the advertising was tied into editorial.

Sir Richard Branson requested two

copies of his ad, and launched a

Twitter #CATion competition,

inviting his 4m followers to get

involved on Virgin’s website.


A sales uplift of 100k far exceeded targets for the Rich List and every target ever set for The Sunday Times.


On launch day, The Sunday Times achieved its highest-ever market share.

Eight minutes

The game we created has a very high dwell time of eight minutes.


1.4m Twitter impressions, 16k Twitter engagements and 17k clicks to the landing page to watch the video and play the game.


1m Facebook impressions and four times our usual engagement rates.