October 20, 2013:

"Devil in the Details"

Author:
M. Agre

Concept:
Seeking to highlight the interesting, incredibly intricate and highly detailed obverse depiction of a standing St. Michael slaying the supine devil, we chose a phrase which is generally used to suggest that it is often the small details of something which make it difficult or challenging, but which here actually means that there is, on this coin, literally, a devil in the details.

Captions that didn’t make the cut:
We started off with some frankly not-that-impressive ideas, including the boxing-announcer-Michael-Buffer inspired "Let’s get ready to Ruuuuumble!" which we thought would interestingly highlight the epic battle on this coin, but which instead seemed to trivialize a serious subject.

So we went with the final caption, which I think is one of my top 5 favorites we’ve ever used in a CRO ad.

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"Devil in the Details"