The Sunday Times 'Rich List 2012' by CHI & Partners

The ads feature celebrities who have been resized according to their wealth.

A Harry Potter-themed ad shows a massive JK Rowling next to a tiny Rupert Grint. Another execution shows Mick Jagger dwarfing his Rolling Stones bandmates.

The press ads were unveiled in the paper in weekly stages before moving to outdoor posters, radio, direct response TV and social media.

The work was created by Richard Brim and Daniel Fisher, and designed by Lee Robbins and Rob Swainson. Retouching was by Smoke & Mirrors and CHI Design.