OpenTable tallies Mum’s unpaid labour in new Mother’s Day campaign via 2045

Melbourne agency 2045, has unveiled a new campaign for OpenTable, a global leader in restaurant tech, for Mother’s Day – reminding Australians that while you can never truly repay your mum, you can at least buy her a meal.

The campaign transforms decades of unpaid labour, emotional support and everyday sacrifices into a giant receipt installation suspended inside Melbourne Central.

Dubbed “The BillBoard”, the towering installation resembles an impossibly long restaurant bill, tallying dozens of things mums do over a lifetime — from “carried you” to “checked under the bed” and “Loved you infinitely”. Every item is recorded multiple times yet the receipt total remains at $0.00.

At the bottom of the receipt sits the campaign line: “You’ll never settle the bill. But you can pick up the next one this Mother’s Day.”

Says Christopher McKee, Executive Creative Director at 2045: “We liked the idea that something as cold and transactional as a receipt could trigger such an emotional response.”

Says Jason Yeung, VP, International Marketing at OpenTable: “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.”

The installation extends OpenTable’s Mother’s Day messaging, using a simple cultural truth to encourage Australian diners to secure their booking through OpenTable before tables fill up.

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

2045:
Tim Evans – Junior Media Buyer/Managing Director
Christopher McKee – Executive Creative Director
Mike Jones – Executive Design Director
Gotham Pillai – ACD
Charlie Brookes – ACD
Tom O’Reilly – Copywriter
Grace Busch – Copywriter
Abbey Richmond – Art Director
Angel Aguilera – Art Director
Jon Nguyen – Senior BM / Producer
Freddie McHenry – Photographer / Videographer
Chris Morales – Editor

GPT Group:
Lorian Galvin-Fisher – BDE

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