The Shelf

@theshelfnyc

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The Shelfseen in 6 videos →

Why it worked

The video uses humor and relatable scenarios (the struggle between rest and opportunity) to engage viewers. The unexpected collaboration with a known brand like Juice Press adds intrigue and potential for wider reach.

Summary

This video announces a pop-up event for 'The Shelf' in collaboration with 'Juice Press'. It humorously depicts the struggle of taking a break versus the excitement of a new opportunity.

Structure

1Introduction of 'The Shelf' and the idea of taking time off
2The realization that a new opportunity (Juice Press collaboration) is too good to pass up
3The pop-up event details are announced
4Mention of moving into a permanent home

Product placement

The video prominently features the name 'The Shelf' as the subject, and mentions a collaboration with 'Juice Press'.

Call to action

See you Wednesday April 22 at 122 Greenwich Ave

On-screen text

The Shelf EVERYONE SAID TAKE TIME OFF TAKE A BREAK BEFORE YOU BURN OUT BUT THIS IS THE SHELF AND WHEN JUICE PRESS CALLS AND POP UP (AGAIN!) SEE YOU WEDNESDAY APRIL 22 AT 122 GRENWICH AVE UNTIL WE MOVE INTO OUR PERMANENT HOME

Original caption

we couldn’t resist… another pop-up. @JuicePress 🤝 The Shelf

More from @theshelfnyc

Their other posts in the index, biggest breakout first.

Transcript

Everyone said take time off. Take a break before you burn out. But this is the shelf. And when Juice Press calls. And pop up (again!). See you Wednesday April 22 at 122 Greenwich Ave. Until we move into our permanent home.