The client's brief was to drive traffic to the 501 Reborn Microsite. The proposition: 'New 501: The Classic Jean re-cut for today'. The marketing objectives of this banner were to drive traffic to the site and also create desire for the product by showing a key part of the product story –the four finishes–even if consumers don’t go all the way to the site. The target audience were the 18-25 year olds, male, who have yet to buy their first pair of 501's. Many simply do not know what the 501 looks/feels like (though there is some awareness that it is the original jean).