August 8, 2011: "Deemed Worthy"

Author:
J. Agre

Concept:
Ah yes, we have one again unleashed the tried and true pedigree story, this time centering on this superb, cameo proof Shield Nickel which once graced the incredible collection of the aptly named ‘King of Coins’, Louis Eliasberg.

Captions that didn’t make the cut:
Our first efforts on this piece were inadvisedly built around the word ‘Shield’, as in "Shield your eyes from the blinding reflectivity." But that had what advertisers call a negative bias, rendering it unusable in a CRO ad.

Causing us to transition to the ‘King of Coins’ direction, first with "The King of Coins personal pocket mirror.", which we decided was just slightly too convoluted and thus highly likely to be misunderstood.

Leading to the extremely straight forward version in our final ad, which we tried hard to write in the voice of royalty.