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Shot of Levity: A Case Study
Off the Clock’s first activation — NYC, April 2025
The Idea
On April 23–24, Off the Clock launched a small but mighty campaign across New York City cafés with a simple goal: spark a moment of levity before the stress of the workday sets in.
Shot of Levity wrapped morning coffees in bite-sized, workplace-themed satire from some of the funniest minds on the internet — including @DisappointingAffirmations, @WorkRetireDie, and @Humorous_Resources.
Five thousand limited-edition sleeves were distributed at NYC café legends Café Grumpy, The Bean, and Petey’s World, offering commuters a playful reset before their inboxes took over.
Why It Mattered
Mornings are when stress hits first —before the meetings, the calendar reminders, the Slack pings. We believe the right bit of humor, at just the right moment, can shift someone's whole mindset.
Where It Happened
Custom sleeves appeared at a curated set of New York City cafés:
Café Grumpy
The Bean
Petey’s World
Each café had sleeves for 1–2 days — creating just enough surprise and delight to make a lasting impression without overstaying our welcome.
The Results
Campaign Reach
531,000+ total impressions (organic)
307,000+ unique accounts reached
$1.51 CPM
3.6% engagement rate
A lot of giggles & grins — yes of course, we were snooping while sipping lattes
The Idea
On April 23–24, Off the Clock launched a small but mighty campaign across New York City cafés with a simple goal: spark a moment of levity before the stress of the workday sets in.
Shot of Levity wrapped morning coffees in bite-sized, workplace-themed satire from some of the funniest minds on the internet — including @DisappointingAffirmations, @WorkRetireDie, and @Humorous_Resources.
Five thousand limited-edition sleeves were distributed at NYC café legends Café Grumpy, The Bean, and Petey’s World, offering commuters a playful reset before their inboxes took over.
Why It Mattered
Mornings are when stress hits first —before the meetings, the calendar reminders, the Slack pings. We believe the right bit of humor, at just the right moment, can shift someone's whole mindset.
Where It Happened
Custom sleeves appeared at a curated set of New York City cafés:
Café Grumpy
The Bean
Petey’s World
Each café had sleeves for 1–2 days — creating just enough surprise and delight to make a lasting impression without overstaying our welcome.
The Results
Campaign Reach
531,000+ total impressions (organic)
307,000+ unique accounts reached
$1.51 CPM
3.6% engagement rate
A lot of giggles & grins — yes of course, we were snooping while sipping lattes
The Brains Behind the Satire
01
Disappointing Affirmations
Disappointing Affirmations is an Instagram account created by Dave Tarnowski, featuring a collection of self-critical, encouraging, and disillusioned sayings paired with serene images. This unique blend of humor and introspection offers a satirical take on traditional positive affirmations, resonating with those who appreciate candid reflections on life's challenges. The content has gained significant popularity, leading to the publication of a book that combines these thought-provoking affirmations with the author's own photography. Dave's next book "Sorry in Advance for Making Things Weird" is out on on October 7th. Click image above for more information
01
Disappointing Affirmations
Disappointing Affirmations is an Instagram account created by Dave Tarnowski, featuring a collection of self-critical, encouraging, and disillusioned sayings paired with serene images. This unique blend of humor and introspection offers a satirical take on traditional positive affirmations, resonating with those who appreciate candid reflections on life's challenges. The content has gained significant popularity, leading to the publication of a book that combines these thought-provoking affirmations with the author's own photography. Dave's next book "Sorry in Advance for Making Things Weird" is out on on October 7th. Click image above for more information
01
Disappointing Affirmations
Disappointing Affirmations is an Instagram account created by Dave Tarnowski, featuring a collection of self-critical, encouraging, and disillusioned sayings paired with serene images. This unique blend of humor and introspection offers a satirical take on traditional positive affirmations, resonating with those who appreciate candid reflections on life's challenges. The content has gained significant popularity, leading to the publication of a book that combines these thought-provoking affirmations with the author's own photography. Dave's next book "Sorry in Advance for Making Things Weird" is out on on October 7th. Click image above for more information
02
Humorous Resources
Humorous Resources is an Instagram account created by Jamie Jackson that offers a satirical take on corporate culture and office life. Through witty memes and posts, it humorously highlights the quirks and challenges of the modern workplace, resonating with professionals who appreciate a lighthearted perspective on their daily grind.
02
Humorous Resources
Humorous Resources is an Instagram account created by Jamie Jackson that offers a satirical take on corporate culture and office life. Through witty memes and posts, it humorously highlights the quirks and challenges of the modern workplace, resonating with professionals who appreciate a lighthearted perspective on their daily grind.
02
Humorous Resources
Humorous Resources is an Instagram account created by Jamie Jackson that offers a satirical take on corporate culture and office life. Through witty memes and posts, it humorously highlights the quirks and challenges of the modern workplace, resonating with professionals who appreciate a lighthearted perspective on their daily grind.
03
Work Retire Die
Work Retire Die is a comedic platform that provides a humorous outlook on adulting and professional life. Founded by Jack Lawler, it features relatable content about the trials and tribulations of working life, aiming to help individuals cope with the realities of adulthood through laughter
03
Work Retire Die
Work Retire Die is a comedic platform that provides a humorous outlook on adulting and professional life. Founded by Jack Lawler, it features relatable content about the trials and tribulations of working life, aiming to help individuals cope with the realities of adulthood through laughter
03
Work Retire Die
Work Retire Die is a comedic platform that provides a humorous outlook on adulting and professional life. Founded by Jack Lawler, it features relatable content about the trials and tribulations of working life, aiming to help individuals cope with the realities of adulthood through laughter
Our Caffeine Slingers
01
Cafe Grumpy
Café Grumpy was founded in 2005 with the dream of serving great tasting specialty coffee to everyone in a welcoming environment. Since the beginning days of working behind the bar at our first location in Greenpoint to present day where we have grown to eleven locations; we have always been hands-on and devoted to making this company the best it can be. Our goal is to share our coffee with as many people as we can and make sure that if you come in grumpy, you leave happy!
01
Cafe Grumpy
Café Grumpy was founded in 2005 with the dream of serving great tasting specialty coffee to everyone in a welcoming environment. Since the beginning days of working behind the bar at our first location in Greenpoint to present day where we have grown to eleven locations; we have always been hands-on and devoted to making this company the best it can be. Our goal is to share our coffee with as many people as we can and make sure that if you come in grumpy, you leave happy!
01
Cafe Grumpy
Café Grumpy was founded in 2005 with the dream of serving great tasting specialty coffee to everyone in a welcoming environment. Since the beginning days of working behind the bar at our first location in Greenpoint to present day where we have grown to eleven locations; we have always been hands-on and devoted to making this company the best it can be. Our goal is to share our coffee with as many people as we can and make sure that if you come in grumpy, you leave happy!
02
The Bean
The Bean was born in the East Village on the corner of 1st Ave & East 3rd St in the spring of 2003 and remained at that spot through autumn 2011, at which time we were forced to move when our beloved space was leased to Starbucks. A little beat up but not discouraged we moved down the block, roots and all, to our new home at the corner of 2nd Ave & East 3rd where in George Bailey'esque style our customers joined us.
02
The Bean
The Bean was born in the East Village on the corner of 1st Ave & East 3rd St in the spring of 2003 and remained at that spot through autumn 2011, at which time we were forced to move when our beloved space was leased to Starbucks. A little beat up but not discouraged we moved down the block, roots and all, to our new home at the corner of 2nd Ave & East 3rd where in George Bailey'esque style our customers joined us.
02
The Bean
The Bean was born in the East Village on the corner of 1st Ave & East 3rd St in the spring of 2003 and remained at that spot through autumn 2011, at which time we were forced to move when our beloved space was leased to Starbucks. A little beat up but not discouraged we moved down the block, roots and all, to our new home at the corner of 2nd Ave & East 3rd where in George Bailey'esque style our customers joined us.
3
Petey's World
Petey’s World is a beloved coffee cart located at the corner of 32nd Street and Park Avenue in Midtown Manhattan. Operated by Peter, a native New Yorker from Flushing, Queens, the cart has become a cherished spot for locals seeking not just coffee and bagels but also a dose of warmth and positivity. Petey is renowned for his friendly demeanor and uplifting energy, often providing customers with a comforting experience that goes beyond the typical coffee run
3
Petey's World
Petey’s World is a beloved coffee cart located at the corner of 32nd Street and Park Avenue in Midtown Manhattan. Operated by Peter, a native New Yorker from Flushing, Queens, the cart has become a cherished spot for locals seeking not just coffee and bagels but also a dose of warmth and positivity. Petey is renowned for his friendly demeanor and uplifting energy, often providing customers with a comforting experience that goes beyond the typical coffee run
3
Petey's World
Petey’s World is a beloved coffee cart located at the corner of 32nd Street and Park Avenue in Midtown Manhattan. Operated by Peter, a native New Yorker from Flushing, Queens, the cart has become a cherished spot for locals seeking not just coffee and bagels but also a dose of warmth and positivity. Petey is renowned for his friendly demeanor and uplifting energy, often providing customers with a comforting experience that goes beyond the typical coffee run