October 15, 2007: "Smithsonian"

Author:
J. Agre

Concept:
We were trying to convey the notion that an uncirculated Pine Tree Shilling is a really rare and special thing, and that it has been in demand and sought after for years and years.

We settled on the ‘Smithsonian’ line because it conveys (literally) Museum Quality, but also rarity, desirability and timelessness, without being pretentious. It also happens to be true, as there is a very similar looking coin in the Smithsonian display.

Captions that didn’t make the cut:
‘Your grandfather probably dreamed of owning one.” was supposed to suggest that this is a timeless coin that has been in demand through generations of collectors, and that while he may not have been able to acquire one, you could. In reality, the grandfather line was confusing to some, elitist to others.

“Dreamed about by collectors for generations.” captured the right sentiment, but the wording was awkward and I could never make it sound quite right.

“How many collectors have ever owned an uncirculated Pine Tree Shilling?” was OK, but in my opinion it wasn’t catchy or memorable enough.