Creating an evergreen banner campaign is always a challenge. Creating one for a website that's constantly changing raises the bar.With the "Unexpected Places" ArizonaJeans.com campaign, our objective was to encapsulate the spirit of our youthful, energetic audience without representing the site itself. By creating brief stories, centred on archetypical experiences, the banners sold the overall lifestyle without being tied to a specific look or feature set. Designed in gender-specific versions and a plethora of sizes and messages, the banners have become utility knife advertising - no matter what we need, we always have a version ready to go.