VML SOUTH AFRICA’S HERITAGE DAY CAMPAIGN WINS GLOBAL ACCLAIM WITH DUAL CLIO HONOURS

VML South Africa has secured Silver and Bronze at the Clio Awards for Vaseline’s Heritage Day campaign, whose deeply local storytelling struck a global chord. The viral “Mntana ka Gogo” post highlights how culturally specific narratives can resonate universally, earning international recognition and industry acclaim.

VML South Africa has claimed two prestigious Clio Awards for its work on Vaseline’s Heritage Day campaign, a piece rooted in local authenticity that has travelled far beyond its origins. The agency was awarded Silver in Social Media Craft and Bronze in Social Media, recognising the impact of its viral post “Mntana ka Gogo,” which captured the imagination of audiences both at home and abroad.

Originally published in September last year, the campaign quickly became a cultural moment in South Africa. Built around a simple yet evocative narrative, the post sparked a wave of nostalgia, prompting thousands to share personal stories and reflections in the comments. It resonated deeply with audiences who recognised their own childhoods and family traditions in its imagery, celebrating the quiet, enduring role of caregiving and shared rituals.

What began as a distinctly South African story soon transcended borders. Its emotional core proved universally relatable, drawing engagement from audiences across the globe and demonstrating the far-reaching power of culturally grounded storytelling. The campaign’s international appeal has now been cemented through recognition at the Clio Awards, one of the advertising industry’s most respected global platforms.

Nhlanhla Ngcobo, Executive Creative Director at VML South Africa, described the response as both surprising and humbling. He noted that while the campaign was conceived as a local piece, its themes of childhood memory and familial connection resonated widely. Audiences not only engaged with the content but also contributed their own narratives, deepening its emotional impact and amplifying its reach.

The Clio Awards, judged by leading industry professionals worldwide, celebrate work that combines creative excellence with meaningful cultural impact. Winning in such a competitive global arena underscores the strength of the idea and the precision of its execution.

At the heart of the campaign lies a powerful insight: Vaseline’s long-standing presence in South African households and its association with care passed down through generations. By focusing on a familiar, everyday moment, the campaign elevated a simple ritual into a symbol of heritage and emotional continuity. Notably, the image itself was produced in just 40 minutes and featured the daughter of one of the creatives, adding another layer of authenticity to the work.

Rather than attempting to appeal to a broad global audience, the campaign leaned unapologetically into its local roots. This deliberate specificity proved to be its greatest strength, reinforcing the idea that stories grounded in real experiences often resonate most widely.

The campaign’s success extends beyond the Clios. It has also been named a finalist at the One Show in the Social Media Social Post – Single category, further affirming its creative and cultural impact.

For Vaseline, the project also highlights the importance of trust between brand and agency. Kenosi Matsebatlela, Head of Marketing for Vaseline, revealed that she had not seen the final creative before it went live, describing the campaign as an exercise in faith. Her confidence in the simplicity and authenticity of the idea reflects a shared commitment to speaking genuinely to the brand’s audience.

As global recognition continues to build, the campaign stands as a compelling example of how African stories can excel on the world stage. It reinforces a growing truth within the creative industry: world-class work does not always require globalised thinking, but rather the courage to tell specific, honest stories. When that conviction is present, the world is often ready to listen.