When we worked at CHI&Partners, The Sunday Times Rich List was easily the most popular brief in the agency.
But getting to an insight that felt fresh? Not 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
D&AD - YELLOW PENCIL - BEST POSTER CAMPAIGN
D&AD - GRAPHITE PENCIL - BEST POSTER 'COWELL'
D&AD - PENCIL - BEST PRESS CAMPAIGN
CAMPAIGN BIG AWARDS - SILVER - BEST POSTER 'COWELL'
CAMPAIGN BIG AWARDS - FINALIST - BEST POSTER 'STONES'
CAMPAIGN BIG AWARDS - FINALIST - BEST POSTER 'ENGLAND'
CAMPAIGN BIG AWARDS - FINALIST - BEST PRESS 'STONES'
CAMPAIGN BIG AWARDS - FINALIST - BEST PRESS 'COWELL'
CAMPAIGN BIG AWARDS - FINALIST - BEST PRESS CAMPAIGN
​CAMPAIGN BIG AWARDS - FINALIST - BEST POSTER CAMPAIGN
BTAA - BRONZE ARROW - BEST 10 SECOND COMMERCIAL 'COWELL'
BTAA - BRONZE ARROW - BEST 10 SECOND COMMERCIAL 'BECKHAMS'
BTAA - BRONZE ARROW - BEST 10 SECOND COMMERCIAL 'DRAGONS'
BTAA - BRONZE ARROW - NEWSPAPERS AND MAGAZINES 'COWELL'
BTAA - BRONZE ARROW - US SERIES
CREATIVE CIRCLE - SILVER - BEST POSTER 'COWELL'
CREATIVE CIRCLE - SILVER - BEST PRESS AD 'COWELL'
​
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
CAMPAIGN BIG AWARDS - SILVER - BEST PRINT CAMPAIGN
CAMPAIGN BIG AWARDS - SILVER - BEST POSTER 'COWELL'
CAMPAIGN BIG AWARDS - SILVER - BEST PRESS CAMPAIGN
CAMPAIGN BIG AWARDS - SILVER - BEST POSTER CAMPAIGN
CAMPAIGN BIG AWARDS - FINALIST - BEST POSTER 'WINEHOUSE'
CAMPAIGN BIG AWARDS - FINALIST - BEST POSTER 'McCARTNEY'
CAMPAIGN BIG AWARDS - FINALIST - BEST PRINT AD 'WINEHOUSE'
CAMPAIGN BIG AWARDS - FINALIST - BEST PRINT AD 'McCARTNEY'
​​CREATIVE CIRCLE - GOLD - BEST POSTER CAMPAIGN
CREATIVE CIRCLE - GOLD - BEST PRESS CAMPAIGN
KINSALE - GOLD - BEST POSTER 'SUGAR'
KINSALE - GOLD - BEST POSTER 'COWELL'
EPICA - BRONZE - BEST PRESS CAMPAIGN
​
And the accompanying TV commercial.
Director: Andy McLeod