Vaseline ‘Mntana ka Gogo’

THE ONE SHOW AWARDS
Finalist

AWARD YEAR
2026

AWARDED
16 April 2026

ENTRANT COMPANY: VML South Africa

CATEGORY: Social Media | Social Post – Single

THE CLIO AWARDS
Silver & Bronze Winner

AWARD YEAR
2026

AWARDED
09 April 2026

ENTRANT COMPANY: VML South Africa

CATEGORIES
Silver: Social Media Craft: Art Direction
Bronze: Social Media: Social Post

Heritage Day: an extremely overtraded and cluttered day in the South African social media calendar. There’s a lot of noise as brands compete to jump on the bandwagon. This piece for Vaseline, created to celebrate the brand’s 155 year heritage as a staple in South African households, ignited the imaginations of South Africans in communities all over the country – and abroad because it evoked so powerfully a ritual millions of us have grown up with. Proving that some traditions are passed down. They’re rubbed in.

Client/Brand: Unilever, Johannesburg
Product: Vaseline
Marketing Lead: Kenosi Matsebatlela
Unilever Creative Director: Tumi Moutlana
Marketing Lead: Navini Ramsamie

Agency: VML South Africa
Global Chief Creative Officer: Bas Korsten
Chief Creative Officer: Jaime Mandelbaum
Global Chief Creative Officer: Debbi Vandeven
Chief Marketing Officer: Elizabeth Mokwena
Chief Creative Officer: Fran Luckin
Executive Creative Director: Nhlanhla Ncgobo
Art Director: Mzolo Gcwabe
Producer: Wendy Machanik
Creative Director: Thando Silimela
Copywriter: Mahlahtse Mokautu
Photographer: George Q

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.