Although VR technology is slowly becoming a common thing among advertising industry — from a Mt Everest climb to a luxurious ad with Nicole Kidman — UK burger brand Rustlers chose to use the perks of a 360-degree VR video in a different way than we are accustomed to. The virtual tour, offered by the award winning advertising agency Droga5 London, unfolds during the Great Smog that hit London in the early ’50s. This VR experience is a quick and easy way to take a walk through the old city’s landmarks – with a foggy twist.

The 10-minute-long 4K video called “The Rustlers 2017, 360°, 1952 VR Experience” shows nothing but dense smog. And although a narrator describes all the things the viewer should be looking at during the walk – like the St Paul’s Cathedral, Big Ben, Waterloo Bridge, and many others – the view is obstructed because of the grey, and dense fumes. Rather than admiring the old city’s tourist attractions, the viewer is only able to see his feet, while looking downward.

David Kolbusz, Chief Creative Officer of the London-based agency, said the idea was to combine the past, present, and the future — in this context the Great Smog, Rustlers and VR — bringing a new experience to its customers. The Dublin-based burger company wants to target the brand to the younger consumers.

The whole point of the video is that, in this day and age, we don’t have to worry about these kinds of conditions, because unlike our predecessors, we do not have to inhale the hazardous smoke that was characteristic to 1952 London. Today, youths are able to enjoy a flame grilled burger in just 90 seconds. The unusual VR experience ends with the narrator contemplating: “What a time to be alive.”

Previously, the tagline was introduced in another Rustlers campaign, named 80 Years of Torment, which was launched in November 2016. The spot focuses on the life of an old man, who remembers his harsh working conditions from his childhood spent in the early 20th century. Returning to the present, the distressed man finally finds happiness while savoring a peaceful moment with his grilled burger.

“Fortunately, today we are blessed with wonderful things that make our lives absolutely brilliant. Like Rustlers Burgers. It’s time we reminded ourselves that we live in a day and age where a delicious flame-grilled burger takes just 90 seconds to cook… and not in an era when children were forced to shovel coal,” is the Rustlers message reminding viewers about the torments of the previous century.

Droga5 New York was named as the Agency of the Year 11 times in the last 10 years. In 2016, the creative agency took home 3 awards at the Shots Awards event: the Gold award for the Agency of the Year, the Silver award for the Under Armour – Rule Yourself – Michael Phelps video in the Commercial of the Year – TV (Over 60 Seconds) category; and was a Bronze winner for the Best Use of Music in the Commercial category, with the Google Android – Monotune video.

Credits:

Client: Rustlers

Advertising Agency: Droga5, London, United Kingdom

Creative Director: David Kolbusz, Rick Dodds, Steve Howell

Art Directors: Frazer Price, Charlene Chandrasekaran
Copywriter: Teddy Souter, Dan Morris
Account Director: Alex Dousie
Director: Christos Mavridis
Production Co: Christos Mavridis
Sound: String and Tins