Smokable Book
Shortlist - Flat Mailing - Snoop Dogg Rolling Papers
Issue 24 | September 2012
Agency
Pereira and O’Dell
Creative Team
Chief Creative Officer: PJ Pereira Creative Directors: Aricio Fortes, Paulo Coelho Copywriter: Aricio Fortes, PJ Pereira Art Director: Paulo Coelho Calligrapher: Rob Mangrobang
Other Credits
Account Director: Colin Spooner Producer: Bill Spangler
Background
Hip-hop star Snoop Dogg was launching his own brand of rolling papers and needed an impactful execution to differentiate his rolling paper brand from others.
Idea
Besides being an outspoken marijuana activist, Snoop Dogg is also a prolific hip-hop musician. These 2 worlds were brought together in Snoop Dogg’s Smokable Songbook. Each page is an actual rolling paper with one of Snoop’s hits written on it, in non-toxic ink. Rolling Words books were handed out as giveaways to influencers at special events like Coachella Music Festival.
Results
ABC to Time Magazine picked up the story. It had an average of 1 tweet per minute for 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. And Stampede Management, Snoop Dogg’s career management company, is turning Rolling Words from a promotional giveaway into an actual product, soon to be for sale.