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The Sunday Times Turns the Beckhams into Tarot Cards for Annual Rich List

CHI & Partners, 5 months, 1 week ago

CHI&Partners launches ‘Fortunes Told’ campaign featuring One Direction, J. K. Rowling, Rory McIlroy & more

The Sunday Times Turns the Beckhams into Tarot Cards for Annual Rich List

The Sunday Times yesterday revealed its annual Rich List campaign, ‘Fortunes Told’, which draws on a fortune-telling theme to celebrate this year’s definitive guide to the UK’s wealthiest individuals.

The campaign, which was created by CHI&Partners, borrows from the distinctive visual style of traditional 19th Century Tarot Cards to tell the stories of how the nation’s highest earners have made their fortunes.

Running across print and digital media, ‘Fortunes Told’ features stars and business personalities including Adele, the Beckhams, Simon Cowell, One Direction, J. K. Rowling, Rory McIlroy and Richard Branson, as some of the most prominent names in The Sunday Times’ annual Rich List supplement.

PR and communications for the Rich List will be managed by tpf for the fourth consecutive year.



The campaign uses titles from traditional Tarot Cards to depict stars including Adele as ‘The Empress’, Simon Cowell as ‘Judgement’, celebrating his ‘X Factor’ success, while J. K. Rowling appears as ‘The Queen of Wands’ in a nod to her Harry Potter legacy.


Richard Branson’s fortune is depicted using a set of four cards to illustrate the success of his Virgin empire: ‘The King of Discs’, ‘The Chariot’, ‘The Sun’ and ‘The Moon’. 


Similarly, the Beckhams appear as ‘The Devil’, ‘The Star’, ‘The Lovers’ and ‘The World’, symbolising how they have increased their fame and fortune both as a couple and as individuals.


Catherine Newman, Marketing & Sales Director at The Times and The Sunday Times, said: “As ever, the launch of our annual Rich List campaign is a significant moment for The Sunday Times, signifying as it does the arrival of one of the crown jewels of our editorial calendar. The tarot card creative enables us to tell a story about some of the list’s most famous names from a different perspective, taking a fresh approach to the theme of fortune.”


Micky Tudor, Deputy Executive Creative Director at CHI&Partners, said: “The Sunday Times’ annual Rich List campaign is one of the UK’s most consistently celebrated creative campaigns, and we’re so proud to be working on it again. We’re equally proud of the work, which captures the legacies of some of the nation’s best-known personalities in a strikingly memorable way, re-imagining the definition of fortune.”


The eagerly anticipated Rich List is the definitive guide to the wealth of individuals and families in Britain and Ireland, and requires extensive research, cross-referencing and checking. It exemplifies News UK’s rich heritage and commitment to investing in its journalism to continue offering readers of its papers world-class, unique and unrivalled content.

Launched in 1989 featuring the top 200 wealthiest people in the country, the list has grown to cover the top 1,000 and is now one of the biggest sales drivers of the year for The Sunday Times. The newspaper has expanded the reach of the list to cover the richest people in areas including music and sport, as well as the Giving List – people making the biggest donations to charity as a proportion of their wealth.

Creative Agency

Chief Creative Officer: Jonathan Burley

Creative Director: Micky Tudor, Robin Garton

Planner: Matt Nixon

Creative: Colin Smith & Angus Vine

Account Director: Catrin Tyler, Hannah Jones-Walters

Head of TV / Production: John Hodges

CEO: Sarah Golding

Designer: Lee Ford, Lance Crozier

Producer: Tom Loxley

Creative Agency: CHI&Partners

Account Executive: Jessica Sammonds

Chief Strategy Officer: Neil Goodlad

Head of Art: Emma Modler

Illustrator: Sam Dunn, Blink Art

Print / OOH

Retoucher: Charlie Townsend, Rob Swainson

Category: Newspapers , Publications and media

Genre: Print