The U.K.'s Sunday Times always comes up with some fun work to promote the newspaper's annual Rich List (last year's campaign transformed Simon Cowell into a feline fat cat). This year's creative idea is based on yo-yos, to show who's up and who's down on the list of Britain's 1,000 wealthiest people. The ads, by Grey London, show celebrities including Victoria Beckham and Elton John, Lewis Hamilton and Rory McIlroy, and Mick Jagger and Alan Sugar, on the faces of yo-yos. They will feature on outdoor media as well as print, social and radio activity.
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