VASELINE’S MNTANA KA GOGO WINS SILVER AT CANNES LIONS 2026

VML South Africa’s Vaseline campaign Mntana ka Gogo has won Silver in the Social & Creator Lions at the 2026 Cannes Lions International Festival of Creativity. Rooted in South African culture yet universally resonant, the campaign’s authentic storytelling continues its global awards run, reinforcing the power of human-centred creativity.  

VML South Africa has once again placed the country’s creative industry on the global stage, with Vaseline’s Mntana ka Gogo campaign winning Silver in the Social & Creator Lions at the 2026 Cannes Lions International Festival of Creativity in France. The accolade adds to a growing list of international honours, including recognition at the Clio Awards, The One Show and D&AD earlier this year.  

Launched on Heritage Day in 2025, Mntana ka Gogo quickly became one of South Africa’s most beloved campaigns. Its tender portrayal of the bond between caregiver and child struck a chord across social and traditional media, sparking nostalgia and emotional resonance that propelled it to viral status. Despite being deeply rooted in South African language and culture, the campaign’s universal humanity allowed it to connect with audiences worldwide.  

Jarred Cinman, CEO of VML South Africa, emphasised the significance of the win: “What makes this achievement particularly meaningful is that the work never set out to be a global campaign. It set out to tell an honest South African story. The fact that it has connected so strongly across cultures is a reminder that the most powerful ideas are often the most human.”  

Group Executive Creative Director Nhlanhla Ngcobo reflected on the campaign’s simplicity and spontaneity: “It was signed off in a conversation and shot in 20 minutes, starring the daughter of one of the creatives. Advertising has become so complicated these days, but this was creativity in its purest form – raw, inspired and human.”  

The Cannes Lions remain the most prestigious awards in global creative communications, with a Lion placing work among the best ideas worldwide. For Vaseline and VML South Africa, the recognition underscores the enduring power of authentic storytelling. Kenosi Matsebatlela, Head of Marketing for Vaseline, noted: “We were speaking about our people. How we resonate with the people who actually use and purchase our products.”  

At a time when audiences are inundated with content, Mntana ka Gogo demonstrates that genuine, culturally grounded narratives can cut through the noise. Its success is not only a triumph for Vaseline and VML South Africa but also a testament to the strength of South African creativity on the world stage.