La-Z-Boy - One Million Thanks
To say March 2020 hit the world like a ton of bricks would be an understatement. In the blink of an eye, COVID-19 shut everything down — stores closed, factories paused, and brands everywhere were left wondering what came next.
La-Z-Boy chose to respond the best way they knew how: by bringing comfort when people needed it most.
We created “One Million Thanks,” a campaign that invited people across the country to submit messages of gratitude for frontline healthcare workers. Those submissions came together in a powerful thank-you film celebrating the nurses and medical professionals carrying the weight of the pandemic.
But the appreciation didn’t stop there. In honor of those workers, La-Z-Boy donated one million dollars worth of furniture to nurses nationwide — giving them a comfortable place to rest after some of the most exhausting and emotionally draining days of their lives.
Activation Video
We launched “One Million Thanks” using broadcast as well as our social channels - asking our spokesperson Kristen Bell to make her own Thank You video to help jump start the campaign. Knowing that parents were already tapped thin - we used social posts and Pinterest to give simple ideas for a Thank You post. And we made a landing page to house is all the ideas as well as submissions.
Once furniture was ready to be delivered, we filmed one of the nurses to received a sofa to hear the impact it made on her.
And of course, we made a compilation video of some of our favorite submissions to post on social.