August 22, 2011:

"Once in a Millennia"

Author:
J. Agre

Concept:
So Dave and I are sitting in the office one day when Dave holds up this coin, comments on the incredibly cool toning, and remarks that you almost never see 8 Reales of any type or country that look like this.

And that’s true – as even at Goldberg’s landmark Millennia Collection sale (the source of this coin), many of the portrait 8 Reales were bright white.

So at that precise moment, this ad was born, giving us the opportunity to express the these-don’t-come-around-very-often idea while highlighting this deluxe pedigree with the use of a millennium/Millennia – 1000 year period/one great collection switcheroo.

Captions that didn’t make the cut:
The first iteration of this ad was the more explict "Quality like this is available only once in a Millennia." But in our effort to make sure everyone would understand this caption, it just seemed like too many words.

In retrospect, maybe we needed all of them.

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"Once in a Millennia"