The Sunday Times Rich List was easily the most popular brief in the agency.
But getting to an insight that felt fresh wasn't so easy.
Trawling through the fortunes of the rich and famous, we discovered that Andrew Lloyd-Webber is four times as wealthy as Simon Cowell.
And Sir Paul McCartney has the same wealth as all of The Rolling Stones put together.
The campaign was recognised at many award shows, including D&AD where it received a yellow pencil for Best Poster Campaign, graphite for Best Individual Poster, and wood for Best Print Campaign.
THE SUNDAY TIMES RICH LIST 2010
One year later, we were faced with tackling that 'difficult second album'.
The resulting campaign was again recognised across all the major award shows, most notably picking up two Creative Circle Golds.
One for ‘Best Campaign’ and another for ‘Best Individual Poster’.
THE SUNDAY TIMES RICH LIST 2011
And the accompanying TV commercial.
Director: Andy McLeod