In 2010 the Advertising Artists’ Club (Klub Twórców Reklamy) decided to introduce a new communication strategy for the KTR competition. The goal was to dissociate from previously typical forms of communication. The new strategy focused on the maze as a main graphical element used in advertisements. The labirynth also refers to the logo of the Club. We used this new communication strategy when creating the layout for the post-competition 2010 album. The content presented on the pages was formed into a maze.