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Pablo Teams Up with San Miguel to Delve Deeper into a New Kind of Rich

Meet the Treehouse Masters of Japan in this beautifully shot film

Pablo Teams Up with San Miguel to Delve Deeper into a New Kind of Rich

In 2016, The San Miguel Rich List campaign helped the brand reach a major milestone - joining an elite club of brewers to sell over 1 million hectolitres.

Now in its second year, the San Miguel Rich List will be launched in The Evening Standard on 12th October, once again bringing together a collection of the world’s most inspiring men and women, as they continue their search for a new kind of rich. One measured not in money, but experiences.

In the spirit of the campaign, three members of the list were selected through a nationwide application process, judged by an expert panel including explorer, Levison Wood. 

To support the release, a 60 second documentary style advert will be aired in cinemas, introducing one of the members of this year’s list - The Treehouse Masters.

As creators of hundreds of extraordinary treehouses deep in the Japanese forests, Takashi Kobayashi and his team believe that it’s a connection to nature that leads to life’s richest experiences.

The full list will be revealed on 12th October, amplified across print and social, whilst our Somerset House launch night will celebrate those who made this year’s list and give consumers the opportunity to step into their world with a series of immersive experiences.

Dharmesh Rana, Senior Brand Manager for San Miguel said: "With research continuing to show that people are increasingly valuing the importance of experiences over material possessions, it was really exciting to carry on our search for people who genuinely embody this trend. Their incredible stories have given us the opportunity to create a unique, documentary-based platform for San Miguel - one that we think will help us to stand out from our competitors."

Tim Snape, Executive Creative Director at Pablo, commented: "This year’s campaign elevated the search for real richness to a global scale and welcomed new applications too. With members of the British public making the list alongside inspirational figures from as far afield as Japan, we made sure no stone was left unturned in the most far-reaching San Miguel Rich List to date."

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Creative Agency

Creative Agency: Pablo

Copywriter: James Reynolds

Art Director: Nick Robinson

Producer: Marc Rowedder, Astrid Edwards

Executive Creative Director: Tim Snape

Client Servicing: Peter Moulton

Planning Partner: Mark Sng

Account manager: Kelly Watts

Media Agency

Media Agency: OMD

Production Company

Production Company: Squire

Director: Michelle Coomber

DOP: Jan Richter-Friis


Editor: James Wright @ Tenthree

Post Production / VFX

Post Production Company: Stephanie Mills @ Framestore

Telecine: Steffan Perry @ Framestore


Music Production: Rob Lewis

Sound Design: Russell Bradley @ Edit Audio

Category: Alcoholic drinks , Beers

Genre: Documentary