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San Miguel: San Miguel Rich List by Pablo London

Client: San Miguel
Date: Jul 2016
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Pablo developed a clever new strategy and campaign for San Miguel using a new San Miguel Rich List to show that ‘experiences are the new riches’. Developed in partnership with The Guardian as an antidote to the unashamed materialism of the Sunday Times Rich List, San Miguel’s list features 20 people who have become rich through experience, not money. The resulting documentary-style campaign features the real, inspiring human stories that underpin the San Miguel Rich List to give insight into how the new social status isn’t about having and showing, but experiencing and sharing. Pablo also worked with media agency OMD and PR agency Clifford French to build a supporting broadcast partnership with Discovery.


Creative Director: Tim Snape

Additional Credits: Planning Partner: Mark Sng

Managing Partner: Samantha Brookes

Account Director: Laura Brady

Planner: Helen St Quintin

Pablo Producer: Marc Rowedder

Media Agency: OMD

PR Agency: Clifford French

Production Company: Squire

Director: Michelle Coomber

DoP: Ben Magahy

Producer: Kate Sharpe

VFX/Grade: Simone Grattarola @ Time Based Arts

Editor: James Wright @ Tenthree

Sound Design: Dennis Wheatley

Original Music: Rob Lewis