How do you judge wealth? When are you truly rich? Recognising that experiences are what people really want to put in their memory banks nowadays gave birth to a new perspective on wealth. Introducing my big idea - The San Miguel 'Rich List'... representing a new kind of shared wealth for the individual. The campaign has lived through three years in various iterations alongside the Evening Standard, created experiential experiences and content across editorial and online and continues to be San Miguels standout campaign.