Oct '06/Frankfurt, Germany

Loyalty Beyond Reason - In the flesh

A Lovemark - beautifully, artistically, and permanently branded on the skin. How better to express Loyalty than with a tattoo?

To celebrate the evolution of the groundbreaking book that sparked an emotional revolution in business, powerHouse Books partnered with Saatchi & Saatchi to bring the time-honored artistry of the tattoo, live, to the Frankfurt International Book Fair.

Frankfurt Book Fair attendees were able to watch this special brand of Loyalty unfold as New Zealand’s internationally acclaimed master tattoo artist, Adam Craft, performed his magic on three inspirational consumers during the book fair.

Adam Craft from Illicit HQ designed the Loyalty Beyond Reason tattoo artwork seen in the upcoming limited edition of Lovemarks: the Saatchi & Saatchi designers’ edition (Spring 2007, powerHouse Books). Craft tattooed live at the powerHouse/Saatchi & Saatchi booth, 8.0 N955 on 4, 5 and 6 October 2006.