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Ban Reclining
Agency Colle McVoy / Minneapolis + La-Z-Boy Incorporated / Monroe MI + Exponent / Minneapolis + Good Behavior / Los Angeles
Category
Integrated / Omnichannel PR Campaign
Annual ID
OS25_PR064M
Background
La-Z-Boy is synonymous with deep, restorative comfort. They invented the recliner nearly a century ago, and since then, have helped millions relax in some of the most comfortable and iconic reclining furniture ever created.
But this comfort breakthrough has had an unintended consequence, by making one area of life a cramped, uncomfortable place, where people are prisoners for hours on end: the airplane flight. Where the act of reclining comes at the price of the comfort of the person behind you, taking up valuable real estate where leg room is already sparse. It’s a problem that’s spurred countless debates online. Some argue that it’s an abhorrent practice. Others ask, “If I shouldn’t do it, why does the function exist?”
Reclining has then, ironically, also become a source great pain and discomfort, both physically and relationally, putting a strain on civil discourse. And as stewards of comfort for all, La-Z-Boy felt the need to take a stand in this discussion, settle the debate and remind people that the best place to enjoy a recliner is in their homes, not on planes.
And so, they did the unthinkable.
But this comfort breakthrough has had an unintended consequence, by making one area of life a cramped, uncomfortable place, where people are prisoners for hours on end: the airplane flight. Where the act of reclining comes at the price of the comfort of the person behind you, taking up valuable real estate where leg room is already sparse. It’s a problem that’s spurred countless debates online. Some argue that it’s an abhorrent practice. Others ask, “If I shouldn’t do it, why does the function exist?”
Reclining has then, ironically, also become a source great pain and discomfort, both physically and relationally, putting a strain on civil discourse. And as stewards of comfort for all, La-Z-Boy felt the need to take a stand in this discussion, settle the debate and remind people that the best place to enjoy a recliner is in their homes, not on planes.
And so, they did the unthinkable.
Creative Idea
La-Z-Boy launched a movement to Ban Reclining.
You read that right.
The inventors of the recliner called upon the world to end the practice. On airplanes. The movement was anchored by a petition where audiences could pledge to “do the upright thing” and launched in a full omni-channel effort supported by film, influencer partnerships, digital and OOH placements galore. It was a full-scale effort to shift the way people travel in planes, and free up some much-needed space for everyone.
By visiting BanReclining.com, individuals could read more about the effort and sign their name. If they weren’t convinced, they could watch a short, albeit epic, depiction of the pain and suffering that reclining on a plane causes, take a long look in the mirror, and then sign their name. They would even be rewarded with a chance to win their own free recliner to enjoy in the comfort of their own homes. But the real reward? A freer, more comfortable airspace for all.
You read that right.
The inventors of the recliner called upon the world to end the practice. On airplanes. The movement was anchored by a petition where audiences could pledge to “do the upright thing” and launched in a full omni-channel effort supported by film, influencer partnerships, digital and OOH placements galore. It was a full-scale effort to shift the way people travel in planes, and free up some much-needed space for everyone.
By visiting BanReclining.com, individuals could read more about the effort and sign their name. If they weren’t convinced, they could watch a short, albeit epic, depiction of the pain and suffering that reclining on a plane causes, take a long look in the mirror, and then sign their name. They would even be rewarded with a chance to win their own free recliner to enjoy in the comfort of their own homes. But the real reward? A freer, more comfortable airspace for all.
Insights & Strategy
Although COVID-19 led to a surge of furniture sales in 2021 as people spent excess time at home, newly hired La-Z-Boy company leadership recognized an existential crisis on the horizon. For 95 years, the company had navigated its position as a low-growth company with a low risk tolerance and heavy cost controls, and the inevitable slow of pandemic sales prompted leadership to forge a new strategy to accelerate growth.
So, with La-Z-Boy’s 100th anniversary approaching in 2027, the CEO established the Century Vision: grow at 3x market rate and achieve a double-digit operating margin by 2027 through delighting a wider consumer base with the brand’s comfort benefit.
La-Z-Boy had recently relied on the equity of a celebrity (Kristen Bell) and an inauthentic focus on style. It had also become a passenger in its own story, existing mostly in consumers’ memories rather than in the present. Shifting brand perception to reach a wider (and younger) audience led to a meaty assignment: reposition La-Z-Boy from a dormant brand in memories to an active, interesting and distinctive brand in the present.
And thus, Ban Reclining. Every furniture brand on earth can boast about its comfort. But to set La-Z-Boy apart, they identified a comfort-based conversation that the inventor of the reclining chair had all the credibility to join: the act of reclining one’s airplane seat.
Ban Reclining was inspired by viral clips in the news and on social media showing airplane passengers losing their cool over poor etiquette. And observing how frequently and how widely such incidents are covered, there was ample tension to tap into, including the wide media coverage of peak travel rushes by news outlets each Thanksgiving and Christmas, which promised optimal timing to lead a campaign about airplane etiquette.
So, with La-Z-Boy’s 100th anniversary approaching in 2027, the CEO established the Century Vision: grow at 3x market rate and achieve a double-digit operating margin by 2027 through delighting a wider consumer base with the brand’s comfort benefit.
La-Z-Boy had recently relied on the equity of a celebrity (Kristen Bell) and an inauthentic focus on style. It had also become a passenger in its own story, existing mostly in consumers’ memories rather than in the present. Shifting brand perception to reach a wider (and younger) audience led to a meaty assignment: reposition La-Z-Boy from a dormant brand in memories to an active, interesting and distinctive brand in the present.
And thus, Ban Reclining. Every furniture brand on earth can boast about its comfort. But to set La-Z-Boy apart, they identified a comfort-based conversation that the inventor of the reclining chair had all the credibility to join: the act of reclining one’s airplane seat.
Ban Reclining was inspired by viral clips in the news and on social media showing airplane passengers losing their cool over poor etiquette. And observing how frequently and how widely such incidents are covered, there was ample tension to tap into, including the wide media coverage of peak travel rushes by news outlets each Thanksgiving and Christmas, which promised optimal timing to lead a campaign about airplane etiquette.
Execution
While the notion of La-Z-Boy asking people to ban reclining is a bit funny to think about, it’s an issue the movement didn’t take lightly. The hero film depicted the sorts of pain and suffering in-flight reclining causes: bruised knees and spirits, spilled glasses and outpourings of frustration, stabbed fingers and stabby passengers, broken laptops and broken spirits. All set to dramatic, operatic music to elevate the gravitas of the issue. Snackable pieces of video content were made, too, helping to further educate people on the proper angle to stay seated on an airplane (spoiler: 90) or illustrate the other annoyances it leads to in economy.
In messaging, it was important to point out this movement wasn’t just about reminding people of the wrongs of in-flight reclining, but rather the promise it holds when done right. With every condemnation of the practice, La-Z-Boy assured people that reclining is still a restorative act of self-care—just when done at home, and not on their flight. And by resisting that silver button on their planes, they were in fact doing “the upright thing.”
They took this message to places where it would land close to home. This included OOH placements in airports to catch attention pre-boarding, and even as an in-flight message when connecting to plane Wi-Fi as one final effort (unless you flew JetBlue or American Airlines, who banned the campaign altogether.) It also appeared one of the biggest gatherings of travelers, Times Square, so the message was heard loud and clear. Given the highly social nature of this argument, La-Z-Boy engaged with influencers, to not only start a further discourse, but to show that this was a sentiment shared by others their audiences follow and respect.
In messaging, it was important to point out this movement wasn’t just about reminding people of the wrongs of in-flight reclining, but rather the promise it holds when done right. With every condemnation of the practice, La-Z-Boy assured people that reclining is still a restorative act of self-care—just when done at home, and not on their flight. And by resisting that silver button on their planes, they were in fact doing “the upright thing.”
They took this message to places where it would land close to home. This included OOH placements in airports to catch attention pre-boarding, and even as an in-flight message when connecting to plane Wi-Fi as one final effort (unless you flew JetBlue or American Airlines, who banned the campaign altogether.) It also appeared one of the biggest gatherings of travelers, Times Square, so the message was heard loud and clear. Given the highly social nature of this argument, La-Z-Boy engaged with influencers, to not only start a further discourse, but to show that this was a sentiment shared by others their audiences follow and respect.
Results
The movement flew far and wide, with 2.9B+ total impressions. It took over airwaves, with media coverage in 34 of the top 35 markets. It sparked conversations on social, reaching 1.82M users across TikTok and Meta with over 2.8M impressions garnered. Influencers drove awareness and positive sentiment with 2.3M+ organic video views. And ultimately, the plane was landed with 407,163 signatures, including 80K+ direct email responses, showing this wasn’t just something people were talking about, but willing to put the weight of their name behind, urging others to seek comfort when it doesn’t come at the expense of their fellow passenger. In other words, in a big, cozy La-Z-Boy, in the comfort of our homes.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Colle McVoy / Minneapolis
PR / Marketing Agency
Exponent / Minneapolis
Client / Brand
La-Z-Boy Incorporated / Monroe MI
Production Company
Good Behavior / Los Angeles
Associate Creative Director
Carl Martin
Chief Creative Officer
Ciro Sarmiento
Designer
Greta Hatzung
Editor
Dick Gordon
Executive Creative Director
Gil Muinos
Photographer
Michael Khachadoorian
Producer
Adam Lawson
Executive Producer
Victoria Guenier
Interactive Producer
Sam Huinker
Senior Copywriter
Ryan Seibold
Senior Creative Technologist
Charlie Hield
Vice President, Chief Marketing Officer
Christy Hoskins
Account Director
Joseph Waite
Account Executive
Karisa Erickson
Kiara Davis
Account Supervisor
Jessica Munro
Art Manager
Jessica Charlton
Associate Account Director
Sarah Baldus
Victoria Berry
Chief Executive Officer
Jessica Henrichs
CRM Manager
Lauren Davison
Director of Integrated Marketing Strategy
Theresa Fenner
Director, Creative Operations
Gail Bruce
E-Commerce Manager
Greg Patrisso
Integrated Media Strategy Manager
Madeline Jursek
Lead Director
Pete Marquis
Media Partner
Alejandro Villasuso
Danna Grigson
Monai Vano
Stephanie Loy
Retail Media Strategy Manager
Karry Oleszkiewicz
Senior Business Affairs Manager
Beth Smith
Senior Director of Consumer Marketing
Nelly Martinez Garza
Senior Director of Corporate Communications
Cara Klaer
Senior Director of Digital Commerce
Jill Brown Thomas
Senior E-Commerce Site Maintenance Specialist
Todd Townsend
Senior E-Commerce Site Operations Specialist
Jon Hunley
Senior Email Designer
Amy Biselas
Senior Integrated Studio Artist
Phil Kjelland
Senior Marketing Automation Specialist
Nathalie Boudreau
Senior National Marketing Manager
Nicolina Johnson
Senior National Marketing Specialist
Rachel Long
Senior Project Manager
Annie Huynh
Senior Retail Media Strategist
Laura Pierce
Senior Vice President
Dave Fransen
Social Director
Mike Egan
Social Editor
Steve Gruebel
SVP, Group Account Director
Katie Hartman
SVP, Integrated Production
Laurel Osman
VP, Director of Studio
Eric Skaare
VP, Group Design Director
Diana Quenomoen
VP, Group Earned Creative & Media Relations Director
Andrew Miller
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