La-Z-Boy: Long Live the Lazy

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. Earned media impressions 1.1B Media Impressions 200% Increase in Web Traffic 50% Sales Increase About La-Z-Boy La-Z-Boy Incorporated is one of the world’s leading residential furniture producers, marketing furniture for every room of the home. The La-Z-Boy Brand division includes North American and international upholstery manufacturing and wholesale. The Retail division includes 346 standalone La-Z-Boy Furniture Galleries stores, 168 of which are company-owned. The Portfolio Brands division includes Joybird, an e-commerce retailer and manufacturer of upholstered furniture, as well as England, American Drew®, Hammary® and Kincaid® brands. Additional information is available at la-z-boy.com.