Building the first-ever AI-powered recliner for the brand that invented reclining into comfort, to truly live the power of lazy.

The Decliner

There's no feeling more satisfying than indulging in the joy of missing out — or JOMO — from the comfort of a La-Z-Boy recliner. To reinforce the brand’s new platform, Long Live the Lazy, our creative technology team designed and fabricated The Decliner, a first-of-its-kind recliner prototype that uses AI to generate an excuse to decline last-minute invites. By simply pulling the handle, The Decliner creates a text message to be used as a response. The Decliner serves as the main character in a wildly successful earned creative campaign.

  • Social Media
  • Emerging Technology
  • Earned Media
  • Creative Campaign
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For a chance to win a Decliner of their own, consumers submitted the most creative excuses they’ve ever used to protect their JOMO. And influencers created content to amplify attention to the contest.

By tapping into the JOMO trend and creating an object of desire, La-Z-Boy gained massive attention by placing its ultra-comfortable furniture front and center.

Earned media impressions


Media Impressions


Increase in Web Traffic


Sales Increase