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CHI & Partners has gone with tarot cards as the theme of its first Sunday Times Rich List campaign in four years.

Teaser ads appeared The Times on 14 April and the full campaign began running in print and on posters from 17 April, supported by online and social media activity. The campaign uses 19th-century tarot-card imagery to tell the stories of how some of the country’s richest people made their fortunes and how they will most likely be remembered. Grey London had created the Rich List campaigns since 2012 but News UK consolidated all of its business into The & Partnership in 2015. The work was created by Colin Smith and Angus Vine.