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At DiMassimo Goldstein, we believe in Inspiring Action. An Inspiring Action brand does things that get people to do things that change their lives. So, when it came time to plan our agency’s 18th birthday, we didn’t just want to have a party. We wanted to inspire some action. This was our chance to change some lives with our own brand.

So, obviously, we offered everyone who came to the party free tattoos. (Yes, the permanent kind.)

I know what you’re thinking: that’s stupid. And that was sort of the point. We were 18. It was time to do something stupid. And sometimes the most inspiring action for a brand is the one that makes everyone say, “We can’t do that.” So we called a tattoo artist and asked him if he could give people tattoos in our offices during our party.

To our utter astonishment, he agreed.

“It’s the perfect metaphor for Inspiring Action!” we said. “It will help us demonstrate that Inspiring Action brands leave a mark on their customers!” we said. “Nobody will do it!” we said.

But here’s the crazy part: people actually did it. In fact, 20 people got permanent tattoos. At our party. In my office. Lips. Peace signs. Soaring eagles. 50% of the people getting tattoos had never had a tattoo before. We had made our mark on 20 people’s lives (and one person’s butt) forever.

We put together a little video to mark the year anniversary of our little experiment. And to thank everyone who was inspired to take action with us. We couldn’t have done it without you. You will always be part of our Inspiring Action family.

This year, to mark our 19th birthday, we’re going on a cruise around Manhattan. Not as stupid, but maybe more appropriate for the grown-up agency with ambition we are becoming. Sailing out into the future to Inspire Action on new shores.

But now that you mention it, sailors are known to have tattoos. Maybe I should make a call…