Unabashedly leaning back with a fresh take on comfort grounded in nearly 100 years of reclining heritage
Ban Reclining
Flying in airplanes can be a high-altitude hellscape. It’s one of the rare situations where reclining is the antithesis of comfort. La-Z-Boy, the inventor of the reclining chair, boldly took up the mantel of airline etiquette as part of a campaign to [checks notes] deter passengers from reclining their seats.
- Social Media
- Out of Home
- Earned Media
- Creative Campaign
Just ahead of the 2025 holiday travel season—with AAA projecting a record 5.84 million travelers taking to the not-so-friendly skies—La-Z-Boy launched an effort calling on people to support a reclining ban. By signing a pledge at BanReclining.com, they could be entered to win free La-Z-Boy recliners and $500 flight vouchers.
The brand did its homework, commissioning a custom study with Haris Poll that found 41% of American adults would support a ban on passengers reclining their seats on domestic flights.
A series of social vignettes and influencer collaborations (with the likes of Passenger Shaming) boosted the pledge call for friendlier in-sky seat etiquette. Paid media activations took place in Time Square and throughout concourses at major travel hubs: Ronald Reagan Washington National Airport, Detroit Metropolitan Airport and the Minneapolis-St. Paul International Airport (via in-terminal Wi-Fi pre-roll and digital signage).
407,163
People signed the pledge (giving their contact info to La-Z-Boy for future engagement).
2.9B
Impressions in USA Today, Newsweek, Fortune, Tavel + Leisure, CNBC, The Sun, Travel Noire, The Daily Record, The Latin Times and elsewhere.
120+
Unique broadcast placements in 34 of the top 35 DMAs.
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
La-Z-Boy
La-Z-Boy
La-Z-Boy
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.
WORK THAT WORKS
1.1B
Media impressions
200%
Increase in web traffic
50%
Sales increase