DNA is a Finnish mobile operator. DNA's customers are young, urban and difficult to reach. All DNA's advertising is based on DNA's slogan "Live rich, call cheap". We asked people to try out the "expensive lifestyle" because, as a DNA customer, phone calls are so cheap that you can afford to have a little bit of luxury in your life. The theme for the site was "How does it feel to live rich." What do you really need to reach a multi-millionaire's way of life? The right attitude, luxurious clothes and accessories, a fantastic party and respect from your friends. We offered all this in our website, presented as a typical online shop's dressing room, where you decide what you select to your shopping basket.