Grey London’s creative work for The Sunday Times never fails to start conversations.

Last year, the agency created portraits of the Rich List’s biggest names using vertical slices from different photographs (one for each year they featured in The Times) which were then pieced together to create a composite image that was also a bar graph that illustrates the changes in both the faces and wealth of the millionaires over the last 25 years.

To amp up the Sunday Times’ Best Dressed List, it reinvented the term, fashion royalty.

Grey has won 2 Pencil Nominations (results May 22) and 9 In Books at D&AD 2014 for its work for The Sunday Times.

This year, the agency is having fun with the term, fat cats. And just one day after launch it has already got Sir Richard talking. He is asking his 4 million Twitter followers to take part in a ‘CATion’ Completion.

The campaign has cat-ified Sirs Richard Branson and Elton John, and Simon Cowell, to promote The Sunday Times’ Rich List 2014, and was shot by one of the world’s leading animal photographers, Tim Flach.

Once the cats had been photographed, the images were digitally retouched (using lookalike models as reference to ensure likeness) and props added – including specs and an earring for Elton, Cowell’s trademark hairdo and an aeroplane collar for Branson.

The Super-Rich List, which is new this year and is available within the 11 May issue of The Sunday Times Magazine, will be out first. All three executions then promote the definitive Rich List, which takes over an entire issue The Sunday Times Magazine (18 May) for the first time. The front and back covers of the magazine also feature a fourth, non-specific cat, again created by Grey.

Creative credits:

Agency: Grey London

Executive creative director: Nils Leonard

Creative Director: Dave Monk

Creative team: Jo Sissons Kate Allsop, Miguel Gonzalez

Creative producer: Kevin Noble

Production company: Peter Bailey Productions

Photographer: Tim Flach

Digital artist: Antony Crossfield