The Times and The Sunday Times: Who bucked the trend?

The Sunday Times, a UK newspaper, presented its famous Rich List in a new and unexpected way, by placing the famous faces on the back of bucking rodeo bulls.

Campaign background

In a year of uncertainty, one thing was without doubt - Britain's richest were getting richer.

After an unexpected 2016, The Sunday Times wanted to showcase their famous Rich List in a new and unexpected way.

Strategy

For the last 25 years, The Sunday Times has released its definitive table of the UK's wealthiest people: the Rich List. It reveals who's rolling in it, and how much they've got to roll in.

The Rich List is very important to The Sunday Times brand as it offers an annual USP and it's one of the publication's biggest drivers of...

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