as the rhyme goes on
An early example of guerilla marketing from way back in the day, around 1987. I created a sleeve which swapped 'Rolex' for 'Rakim' using the Rolex day-date 'president' watch. The design was an instant cult classic and resulted in an immediate ban from Rolex in Geneva. I nearly lost my job, but it suited the mood and the time perfectly and was the beginning of bling in Rap Music from the original superstars of NY hip-hop. Taken from the multi-platinum 'Paid In Full' album.