At summer 2009 the company decided to focus on the subject of humor, and self-humor in particular. The company chose to present the criticism that it drew and the reactions to its choice to adopt a position of laughing at itself.
In order to create the graphic language for the season, together with illustrator Aya Amikam and photographer Dudi Hason we created illustrated situations [cameos]. In these situations the photographed model serves as a sort of mirror representing the company and its values, and the illustrated environment reacts to it. Sometimes the model presents the criticism of the company.