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In January 2012, rapper Snoop Dogg was arrested in Texas with possession of marijuana.What could have been an image problem became an opportunity to promote Snoop’s brand of rolling papers.Introducing Rolling Words, Snoop Dogg's smokable songbook, created to advertise Snoop's rolling papers brand.

Each page is an actual rolling paper with one of Snoop’s greatest hits written on it, in non-toxic ink.Rolling Words books were part of a limited-edition series and were handed out as giveaways at special events like Coachella Music Festival.

We posted a video on YouTube with Snoop Dogg explaining his new book. Video was an immediate hit. Then the press and the people started buzzing around the book and Snoop Dogg's rolling papers.

The story gained major media attention, ranging from ABC to Time Magazine. The story had an average of 1 tweet per minute during 10 days. Products flew off the shelves. The launch of the smokable songbook made Snoop's rolling papers more than a product. It made them a global act of defiance.