Campaign details

Brand: Open Table
Agency: Carmichael Lynch Relate

Situation Analysis

It's not news that as a society we're feeling more divided than ever, but even when it comes to connecting with family and friends, the lack of meaningful connections is also on the rise. The U.S. Loneliness Index says 49% of Americans feel less connected to the people around them than they did just 10 years ago. And, while the time we spend on our phones has tripled in the past six years, the time we spend with our families is on the decline.

That time with our friends and families used to take place around the dining table, as the one time of day when everyone came together. Yet dining together at a table has all but become obsolete as more of our meals are eaten on couches instead.

OpenTable, the world's leading provider of online restaurant reservations, saw an opportunity to take back the table as a place to connect people. And we thought, what better time than Mother's Day, the restaurant industry's number one day for dining out.