Loving unconditionally, making pancakes, prioritizing loved ones, eating bread crusts, listening, forgiving… These are some of the countless tasks that mothers carry out throughout their lives and that do not find remuneration, but to which OpenTable, an online restaurant reservation platform, has given light to celebrate Mother’s Day in Australia.

Together with the 2045 agency, the company has deployed the “The BillBoard” campaign, which establishes a play on words between the term ‘billboard’, which refers to ‘advertising billboard’; and ‘bill’, which means account. And the brand has paid tribute to mothers with an installation that emulates a restaurant ticket, and which lists dozens of things that mothers do throughout their lives for their sons and daughters.

“Carry you in my arms”, “Look under the bed”, “Make you a sandwich” or “Forgive you” are items that are part of the large bill, all of them with an amount of zero dollars. At the end of the receipt the campaign slogan reads, “You will never pay the bill. But you can pay the next one this Mother’s Day”, which invites users to use the platform to reserve a table at an establishment and invite their mothers to share a meaningful moment with them.
The installation has been carried out in the Melbourne Central shopping centre.

The campaign has also included activations on social networks, with organic content from the brand. One of the publications has shown a ticket printer creating that “unpayable” bill of unpaid work, emotional support and daily sacrifices. “Every hug. Nightly. Every “I told you so” (she was right). This Mother’s Day, treat her to a meal worth remembering. Book now on OpenTable“, noted the brand on Instagram.

At a strategic level, “The BillBoard” transforms something cold and transactional like a receipt into an emotional reminder about the importance of sharing time with those who really matter, and positions the platform as a facilitator of meaningful moments and experiences. At a tactical level, it communicates the convenience of the booking platform.

“Mother’s Day is one of the most important days of the year to eat out, but when you see the motherhood “receipt” presented like this, you realize how impossible that exchange really is.“; commented Jason Yeung, Vice President of International Marketing at OpenTable, according to Little Black Book. “It’s fun, emotional and a great way for OpenTable to remind Australians to book a table this Mother’s Day”.