La-Z-Boy, Inc.

Doug Collier - CMO, President of International
Mark Wagner - VP, Brand & Retail Mktg.

RPA *Lead Agency

Joe Baratelli - EVP, Executive Creative Director
Julie Curtis - Assoc. Creative Director/Copy
Kirt Danner - SVP, Group Acct. Director
Eric Davis - VP, Acct. Director
Jules Fox - Creative Director
Gary Paticoff - SVP, Executive Producer, Content
Selena Pizarro - Sr. Producer
Mia von Sadovszky - VP, Strategic Planning Director

La-Z-Boy was an iconic American brand in need of a makeover. Today's female furniture shopper associated the brand solely with its namesake recliner, unaware of the full range of comfortable furniture offered by the brand. The Live Life Comfortably campaign featuring Brooke Shields broke through to women with its warmth and relatability. The campaign overturned decades of brand misperceptions, driving over a 9% increase in sales overall, and producing a 24.3% increase in sales of stationary sofasshowing that shoppers were finally seeing La-Z-Boy as much more than recliners.