When opening the webpage “amica.de”, users surprisingly find a website “at night” that is covered by a dark flash layer. The flash layer starts with an animated graphic, showing a full moon that is starting to wane and is taking a more and more slender shape. The first statement given is: “’Discover your slender side.”Once the moon turns into its slender, crescent shape, the flash layer closes and a new animation is presented in a sky online ad, showing a sequenced animation of the slender moon withstanding the natural moon phases - the consecutive growing and waning of its shape.