recessionista-childhood_small The latest VW Citi Golf campaign introduces us to the concept of the Recessionista: a fashion-forward individual who looks good despite “these tough economic times.” They are fashionistas making the most of the recession. They pillage their grandmother’s wardrobe, find ultra-stylish clothes at thrift stores and invent super-cool pastimes that don’t require too much money. 2009 is the year of the Recessionista, and Citi Golf is the ultimate Recessionista Car. It’s stylish. It’s got loads of street-cred. And it’s affordable. The campaign was by done by creative team Jennifer MacFarlane (Art Director) and Cuan Cronwright (Copywriter) at Ogilvy Cape Town.

One Comment

  1. Think the campaign shows good insight into the mindspace of the target market, so well done for creating a campaign that’s topical and relevant.