Rustlers "The Rustlers 2017, 360°, 1952 VR experience" by Droga5 London

Rustlers has created a virtual reality tour of London in 1952 during the great smog, which guides viewers past landmarks such as St Paul's Cathedral and Big Ben.

The buildings are obscured by the smog, but viewers’ feet come into focus when they look down. The microwaveable burgers brand wants to show youth how good they have it today, which it also conveyed in last year’s "80 years of torment" ad. The VR campaign was written by Droga5 London’s Teddy Souter and Dan Morris, art directed by Frazer Price and Charlene Chandrasekaran, and directed by Christos Mavridis.