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: Featured in Campaign Brief, Little Black Book, Mumbrella

Role: Creative Director