On Cloud x Off Hours
The Insight
We're always told to go harder, faster, and further. But sometimes, doing more means letting yourself switch off.
The Idea
Turn on while being off. A playful collaboration between On Cloud and Off Hours that flips the script on cannabis culture, bringing together the high energy of running and the uninhibited release of switching off.
The Execution
A campaign spot and bold OOH ads that bring On Cloud and Off Hours together through surreal visuals and high-energy storytelling that celebrates the freedom of movement and the euphoria of letting go.
Celebrity partnership
Every brand needs a partner who knows how to turn it on and off. Enter Wiz Khalifa: iconic rapper, cannabis connoisseur, and newly minted runner. Our OOH campaign puts Wiz front and center with the cheeky tagline “Wiz On. Wiz Off.”—bringing the On Cloud x Off Hours collab to life.
To take things off the page and onto the pavement, we’re hosting a neon-lit night run led by Wiz himself. Think glow sticks, pump-up beats, On Cloud shoe samples, and Off Hours gummies. It’s a high-energy night built for runners, friends, and anyone ready to turn on while being off.
The Switch :15s
OPEN ON: A locked-off close-up of a runner’s legs. They lace up their On Cloud sneakers, the subtle pull of the laces tightening.
As they lean forward, a can of Off Hours gummies drops into frame, landing beside their shoes.
They pick up the can and move out of frame.
CUT TO: The runner exits their apartment and heads out into the city.
Euphoric, uplifting music swells.
CUT TO: A locked-off shot of the apartment door. It swings open.
The runner steps inside, sweaty and exhilarated from their run.
They kick off their On Cloud sneakers.
The sounds of the city fade away.
CUT TO: They sink into the couch, kicking their feet up onto the coffee table. An Off Hours gummy can sits beside them.
A beat.
SUPER: ON MEETS OFF.
ENDLINE:
Turn on while being off. On Cloud x Off Hours.