Long Live the Lazy // La-Z-Boy
We live in a society that expects us all to do more. To socialize all the time. To work a full-time job, then come home and parent full-time. And if we want to lie down after being on our feet for 12 hours or order in takeout after cooking for five hungry mouths all week, we’re called lazy.
Someone needed to do something. Naturally, La-Z-Boy took a stand without standing up at all. Instead of just launching a campaign, we started a don’t-movement. Long Live the Lazy™ leaned into the brand’s history of providing the comfiest furniture out there and took back what it meant to be “lazy” — all while redefining it altogether.
Recognition —
Effies - Home Furnishings & Appliances, Finalist
Communication Arts - Advertising, Digital Advertising
The Webbys - Advertising, Media & PR - Brand Strategy, Honoree
The Drum Awards – Rebrand or Relaunch, Gold
The Addys - Integrated Consumer Campaign, Silver
The Addys - TV Advertising Campaign, Silver
4As Jay Chiat Awards - National Strategy, Shortlist
ThinkLA Awards – Best Short Form Video
Adapted into three other markets.
Press —
AdAge Editor’s Pick, The Drum Ad of the Day, Design Taxi
A Quick Pause for a Humble Brag
As a Canadian, we're usually the folks adapting work from other markets. But it finally happened to me.
Not one, not two, but three other markets adapted 'We the Lazy' word for word, for better or worse.
CCO: Joe Baratelli CD: Ariel Shukert ACD/CW: Tim Morrison Sr AD: Ashleigh Friedman DIR: Randy Krallman