Simon Cowell, Sir Elton John and Sir Richard Branson get fat-cat makeover for The Sunday Times’ Rich List 2014

Sirs Richard Branson and Elton John and X Factor mogul Simon Cowell have been given a moggy makeover thanks to Grey London and leading animal photographer Tim Flach for this year’s The Sunday Times’ Rich List.

Once photographed by Flach, the images of the feline models were retouched (using lookalikes of Branson, John and Cowell, to ensure a fitting resemblance) and props added, including John’s famous specs and earing, Cowell’s trademark hairdo, and a customised aeroplane collar for Branson.

The campaign was written by Jo Sissons and Kate Allsop and art directed by Miguel Gonzalez. Retouching was handled by Antony Crossfield with creative director Dave Monk. The Super-Rich List, which features Branson et al and is new for this year, is available with the 11 May issue of The Sunday Times Magazine. All three executions will then go on to promote the definitive Rich List which, for the first time, appropriates an entire issue of The Sunday Times Magazine (18 May). The front and back covers of the magazine will also feature a fourth, non-specific cat, again created by Grey.

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