Every penny counted by The Sunday Times
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The Sunday Times and News UK's Pulse have created a new campaign, Every Penny Counted, to drive engagement with The Sunday Times Rich List. The 156-page special edition of The Sunday Times Magazine will reveal the 1,000 wealthiest people in Britain in its 31st annual edition.
The creative sees celebrity lookalikes – resembling Anthony Joshua, JK Rowling, and even The Queen – turned upside down to shake out their pocket change. The photoshoot, by photographer Andy Green, saw the look-alikes strung up by their ankles – apart from the 91-year-old Queen Doppelganger – to get the shot.
The campaign’s concept, and strapline, ‘Every penny counted’, emphasises the rigour of The Sunday Times’ investigation into Britain’s most wealthy individuals.
Credits
The Times and The Sunday Times
Catherine Newman, Chief Marketing Officer
Victoria Edwards, Campaign Marketing Manager
Hannah Johnson, Campaign Marketing Exec
Pulse
ECD – Robin Garton
Creatives – Robin Garton, Rob Welch, Paul Alderman, Sam Mellis, Rob Pritchard Jones
Photographer – Andy Green
Producer/Head of Art Buying – Emma Modler
Retouching – Smoke and Mirrors
Typography – Kate Scally, Matt Hunt
Video - News UK Productions
Photographer - Andy Green
