In a very nice change from the gush-y sentimentality of Mother’s Day, and as a subtle dig at men piling into servos across Australia on Mother’s Day morning for flowers and cards, Melbourne agency, 2045, suspended a huge receipt installation inside Melbourne Central. The campaign for Open Table’s restaurant booking service noted, “You’ll never settle the bill. But you can pick up the next one this Mother’s Day.”

The installation called The Billboard, was an impossibly long restaurant bill, itemising everything a mother does over a lifetime, from “carried you” to “checked under the bed” to “loved you infinitely”. Every item is recorded multiple times yet the receipt total remains at $0.00.

Christopher McKee, executive creative director at 2045, commented, “We liked the idea that something as cold and transactional as a receipt could trigger such an emotional response.”

Jason Yeung, VP, international marketing at OpenTable, added, “Mother’s Day is one of the most important dining days of the year, but when you see the ‘receipt’ of motherhood laid out like this, you realise how impossible that trade-off actually is. It’s funny, emotional, and a great way for OpenTable to remind Aussies to make that booking this Mother’s Day.”

Credits:

Client: OpenTable
Chief Growth Officer: Robin Chiang
Vice President, International Marketing: Jason Yeung
Director, International Communications: Michael Fitzgerald
Senior Marketing Manager, APAC: Anna Lee
Senior Marketing Specialist, APAC: Lisa Pijper

Creative Agency: 2045
Media Buyer & Managing Director: Tim Evans
Executive Creative Director: Christopher McKee
Executive Design Director: Mike Jones
Associate Creative Directors: Gotham Pillai & Charlie Brookes
Copywriters: Tom O’Reilly & Grace Busch
Art Director: Abbey Richmond & Angel Aguilera 
Senior Business Manager & Producer: Jon Nguyen
Photographer & Videographer: Freddie McHenry
Editor: Chris Morales

Retail Partner: GPT Group
Business Development Executive: Lorian Galvin-Fisher