La-Z-BOY #banreclining
For the La-Z-Boy #BanReclining campaign, we took a fresh, strategic approach to modernizing the brand and connecting with younger, culturally engaged audiences. By leveraging humor and tapping into a widely debated issue in the airline industry, we crafted a campaign that positioned La-Z-Boy as a leader in comfort while engaging consumers in a playful yet impactful way. Through creative partnerships, digital content, and a focused media strategy, we contributed to a campaign that spoke to the brand’s core values while appealing to the evolving needs of today’s consumers.
41% of American adults would support a ban on reclining seats on domestic flights, a stat that shaped our humor-driven approach and its focus on personal space and comfort. Recognizing this as an opportunity to enter a cultural conversation, we shaped messaging and content that resonated with audiences already invested in these types of debates, using the issue as a bridge to reinforce La-Z-Boy's expertise in comfort.
Partnering with Passenger Shaming, an Instagram account with 1.4 million followers that highlights bad airplane etiquette, allowed us to tap into a highly engaged audience. This collaboration provided a relatable platform for La-Z-Boy to introduce its campaign with humor while aligning the brand with the growing conversation around comfort and personal space in air travel.