The opening of its 200th store was an occasion worthy of a celebration. The 200th store campaign concept demonstrated that the work of many small people could bring about something big, hence the size of the type for the 200. Working with an illustrator to get the full celebratory effect for the main image, the campaign was applied to window banners and posters, onto the side of a limited edition shopping bag plus the weekly catalog featured an advertorial spread documenting the organization's road to success.