OpenTable / The BillBoard

The idea transformed decades of unpaid labour, emotional support and everyday sacrifices into a giant receipt installation suspended inside Melbourne’s busiest shopping centre.

Dubbed “The BillBoard”, the towering installation resembled 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 was recorded multiple times yet the receipt total remained 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.”

Coverage: One of Campaign Brief’s ‘Best Ads of the Year So Far’, The Drum’s ‘Ad of the Day’, Little Black Book’s ‘Work of the Week’, shared by Famous Campaigns, featured in Campaign Brief, Little Black Book, Mumbrella, B&T, Dans Ta Pub, Marketing Mind, Marketing Masalaa, Campaign Chronicles, Marketing Community, Awesomesauce Marketing, Veridooh, Boards, Ads with Benefits, Marketing Mentor, The Optimum Marketing, DigiScoop News, Media4Growth

Role: Creative / Creative Director