Egg says goodbye Citi

Issued by: Egg Films
What better way to say goodbye to one of South Africa's most loved cars than with a road trip? In November 2009 the last Citi golf, rolled off the production line, marking the end of an era that had seen over 500 000 cars produced over a period of 25 years. Fittingly, VW wanted to make sure that South Africans got a chance to say goodbye.
The idea was crafted by Ogilvy CTN creative team Jennifer McFarlane and Cuan Cronwright with ECD Chris Gots and headed by Corporal Iris Vinnicombe. Comments Cuan, 'We saw this campaign as an emotional celebratory journey for the Citi, rather than a funeral."

Director Jason Fialkov set off on a roadtrip armed with crew and a handful of maps to record the last journey of the last Citi as it made its way around the country, offering Citi owners the opportunity to sign the car before it cruised into its new home in the VW Museum in Uitenhage.

Shot on 16mm, the journey took place over 14 days and covered more than 5000kms. Finally, over 15 hours of footage were edited down into a 60-second commercial that brings to life the spirit and emotion of the car that has been a part of our lives for so long. Ensuring that while the Citi may be a thing of the past, its memory lives on.

View the spot here.

22 Feb 2010 09:40

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Great campaign!-
well done to everyone involved. Posted on 22 Feb 2010 10:50
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