PROBLEM: Women don’t buy La-Z-Boy chairs because the brand has never spoken to them. With women making 94% of home furnishing decisions, La-Z-Boy needs to win them over.
INSIGHT: Women are fed up with the lazy boys in their life. The hashtag #weaponizedincompetence has over 75 million views on TikTok, reflecting a trend where women document partners feigning ignorance to avoid household chores.
IDEA: La-Z-Boy reaches a new female audience by inviting women to Be a Lazy Boy.
La-Z-Boy releases an official apology for their role in creating The Lazy Boy.
ST: Avni Srivastav AD: Kristina Murray CW: Eliza Friel
My role: video shooting & editing, social mockups, merch design
