Advertising for the 2012 Sunday Times Rich List, released on April 29, resized photographs of celebrities using proportions relating to their relative wealth. Mick Jagger towers above Keith Richards, Charlie Watts and Ronnie Wood in a photo of the Rolling Stones. Wayne Rooney looms over Manchester United manager Sir Alex Ferguson. Duncan Bannatyne outsizes his fellow panelists from British TV show The Dragon’s Den, Peter Jones, Theo Paphitis, Hilary Devey and Deborah Meaden. Queen Elizabeth shoots out of the picture while standing next to other members of the British royal family: Charles, Prince of Wales, Prince Philip, Duke of Edinburgh, Prince William, Duke of Cambridge, Prince Harry of Wales, Camilla, Duchess of Cornwall, and Catherine, Duchess of Cambridge. JK Rowling dwarfs Daniel Radcliffe, Emma Watson and Rupert Grint, who acted as Harry Potter, Hermione Granger and Ron Weasley in the Harry Potter film series.
The Rich List 2012 campaign was developed at CHI & Partners, London, by executive creative director Jonathan Burley, art director Richard Brim, copywriter Daniel Fisher, print producer Emily Smith, art buyer Emma Modler, head of art Dan Beckett, planner Ben Southgate, account supervisor William Leabeater, business director Olivia Skone, designers Lee Robbins, Rob Swainson, David Turfitt, with retouching done at Smoke & Mirrors and CHI Design.