Most brands look back at history with rose tinted glasses. Remembering the past as the good old days. Rustlers took a more honest approach, and showcased history the way it really was - bloody awful. Where as today, we can have a flame grilled microwaveable burger in only 90 seconds. 'What A Time To Be Alive' had to talk to two key but very different markets. Teenagers/people in their early teens and their mothers. By using history we were able to use history as a funny 'Did you know' campaign for teenagers. And a funny nostalgia campaign for their parents.