The Great Smog – Rustlers 2017 | Clapboard Ad Archive

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The great smog - Rustlers | Clapboard Ad Archive

Rustlers and Droga5’s The Great Smog marks a bold exercise in immersive brand storytelling within the food and drink category, harnessing cutting-edge 4K virtual reality to transport consumers into the heart of London during the historic event of 1952. By transforming a standard promotional brief into an evocative digital journey, the campaign leverages the nostalgia and intrigue of London’s past through an impressive 360° VR experience titled The Rustlers 2017, 360°, 1952 VR Experience, inviting audiences to explore the city’s iconic architecture amid the legendary atmospheric conditions of the era. This approach sits squarely in what Clapboard’s taxonomy defines as FORMAT#12—Parody or Borrowed Format, as it borrows the familiar tropes and cinematic vocabulary of period documentaries and historic VR tours to subvert category expectations, positioning Rustlers more as a curator of cultural context than a typical quick-serve food brand. Rather than deploy overt product demonstration or linear narrative, the campaign pivots to a borrowed genre, immersing the viewer in a richly-detailed alternate reality where the product is inextricably linked to the evocative sense of time and place, thereby triggering both emotional resonance and brand memorability. With its ambitious production values and digital-first execution, Rustlers reinforces a progressive, culturally-literate brand identity, differentiating itself in a hyper-competitive UK market that often defaults to traditional, message-led food advertising. This singular media asset, with English as its accessible language, distills its messaging into a focused, impactful experience, underscoring how brands can create talk value and depth of engagement with even a single, highly-conceived piece of creative. The campaign earns 63/100 in Clapboard’s global creative archive. At a time when food advertising frequently plays it safe, The Great Smog matters to the industry because it demonstrates the transformative potential of historical immersion and genre-borrowing formats to elevate brand perception and prompt dialogue around category conventions.

Credits

Client

Rustlers

Agency

Droga5

Creative Director

David Kolbusz, Rick Dodds, Steve Howell

Art Director

Frazer Price, Charlene Chandrasekaran

Copywriter

Teddy Souter, Dan Morris

Account Management

Alex Dousie

Producer

Chris Watling

Director

Christos Mavridis

Music

String and Tins

Category Mind Map

48%

The Rustlers campaign “The Great Smog,” launched in the UK in 2017 by Droga5, leverages immersive digital storytelling to position the brand as a provider of quick, satisfying food in a fast-paced urban environment. By transporting viewers back to London in 1952 through a 360° VR experience, the campaign taps into a distinctive historical moment marked by the infamous smog event, establishing a strong narrative connection to the challenges of city life. The brand proposition lies in aligning Rustlers’ convenience-focused food offerings with the relentless and gritty backdrop of urban hardship, subtly reinforcing the value of its products as an accessible, immediate solution amid daily struggles. The market strategy capitalizes on a cultural insight that urban consumers seek authenticity and engaging experiences beyond traditional advertising formats. This approach aims to engage a digitally savvy audience through innovative use of 360° video and VR technology, offering a rich, explorative encounter rather than straightforward product promotion. By situating the campaign within a recognizable historical context, Rustlers differentiates itself in the crowded Food & Drink category through storytelling that resonates on both emotional and intellectual levels. The narrative genre supports this strategy by providing depth and meaning, inviting viewers to contemplate the continuity of urban challenges and modern solutions. Ultimately, the campaign targets consumers who value immediacy and authenticity, using immersive content to elevate brand relevance while reinforcing Rustlers’ core promise of quick, reliable food convenience.

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign fits FORMAT#12 because the meta data and narrative cues strongly indicate a creative device that borrows from historical events and immersive genres. The “360°, 1952 VR Experience” immerses viewers in London during “The great smog,” using a historic, documentary-style approach that emulates period films or VR tours. Rather than focus on a direct story, demonstration, or overt comparison, the ad structure plays with the conventions of historical retrospectives—parodying or borrowing their format—to frame the Rustlers brand in a striking, unconventional way. This aligns with FORMAT#12, as it adapts the trappings of cultural/historic media to capture attention. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Greggs – Market Positioning Greggs positions itself as a convenient, affordable bakery brand offering freshly made savoury and sweet products. Known for its affordable price points and wide high street presence, it targets busy consumers seeking quick, tasty meals on-the-go, balancing quality with value in the fast food segment. 2. Subway – Market Positioning Subway differentiates by emphasizing customization and freshness in its sandwich offerings. Positioned as a healthier fast food alternative, it appeals to consumers seeking fresh, made-to-order meals with a focus on variety and choice, maintaining strong global brand recognition. 3. McDonald’s – Market Positioning McDonald’s stands as a dominant global fast-food chain, known for consistency, speed, and strong brand loyalty. Its positioning focuses on value menus, convenience, and a family-friendly environment, appealing broadly across demographics with familiarity and affordability. 4. Pret A Manger – Market Positioning Pret A Manger focuses on fresh, organic, and natural ingredients with an emphasis on ready-to-eat meals and coffee. Its brand appeals to health-conscious urban professionals looking for convenient, high-quality, and ethically sourced food options in a fast-casual format. 5. Subway – Market Positioning Subway differentiates itself through its core promise of fresh, customizable sandwiches, promoting balanced, healthier fast food options. Targeting health-aware consumers and those wanting quick, personalized meals, Subway emphasizes ingredient transparency and variety in its offering.

Q: What is The great smog about? A: The great smog is a professional campaign launched in the United Kingdom in 2017 for the brand Rustlers, created by the agency Droga5. This digital campaign centers on an immersive 360° virtual reality experience that transports viewers to historic London during the year 1952, a period marked by the infamous smog event. By leveraging cutting-edge 4K VR technology, the campaign invites audiences to explore the city’s architectural landmarks while subtly connecting Rustlers’ food offerings to the challenges of urban life. The initiative was designed to engage consumers through innovative storytelling within the food industry, positioning Rustlers as a brand attuned to both heritage and modern digital engagement. Q: What creative device does The great smog use? A: The great smog employs FORMAT#12 PARODY OR BORROWED FORMAT, as classified by Clapboard’s 12-format taxonomy. This approach borrows the conventions of historical retrospectives and immersive documentary genres, using a 360° VR experience to emulate the look and feel of period films or virtual tours. Rather than focusing on direct product demonstration or narrative, the campaign frames Rustlers within the context of a pivotal historical event, playfully adapting the trappings of cultural and historic media to capture attention and differentiate the brand in a crowded market. Q: What is the campaign proposition for The great smog? A: The campaign proposition for The great smog is to position Rustlers as a provider of quick, satisfying food solutions for consumers navigating the relentless pace and challenges of urban life. By immersing viewers in the atmosphere of 1952 London during the great smog, the campaign draws a narrative parallel between historical urban hardship and the modern need for convenience. Rustlers leverages this context to reinforce its promise of accessible, immediate food, targeting digitally savvy urban consumers who value authenticity and engaging experiences beyond traditional advertising. This strategy aims to elevate brand relevance through emotional and intellectual resonance. Q: How does The great smog rank in Clapboard's archive? A: The great smog holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Rustlers's category? A: In the Food & Drink category, Rustlers competes with brands such as Greggs, which is known for its convenient, affordable bakery products aimed at busy consumers seeking quick meals; Subway, which differentiates itself through customizable, fresh sandwich offerings and appeals to health-conscious customers; McDonald’s, recognized for its global consistency, speed, and broad demographic appeal; and Pret A Manger, which focuses on fresh, organic, and ethically sourced ready-to-eat meals targeting urban professionals. Each competitor occupies a distinct position within the fast food and convenience food landscape, shaping the context in which Rustlers operates.