When Johnnie Boden asked Sunday to create a customer communication that would ‘bring back the love’ for the brand, we threw the rulebook out of the window. Thanks to leading journalists, the hottest illustrators and Boden’s own customers and staff, A Thousand Little Things (ATLT) gave customers something unique. Each spread had a life of its own, with no product messaging. The reaction was astonishing: the morning ATLT dropped, Twitter and Facebook were abuzz while the Boden Community saw an 80% increase in membership. To top it off, ATLT was awarded Launch of the Year at the 2011 APA Awards.