The finalists include work for Vaseline, Standard Bank, Dove and The Coca-Cola Company, with Vaseline's 'Mntana ka Gogo' standing out as "one to watch" after a strong awards run both locally and internationally, says VML.

Work Across the Board

VML's finalist work includes Vaseline's 'Mntana ka Gogo', which has been shortlisted across nine categories, including Design for Digital, OOH, Digital, Creative Strategy and Integrated Campaign, says VML.

Also shortlisted for Vaseline is 'Love Hurts', a campaign film inspired by Mntana ka Gogo. Directed by BAFTA-winning Filmmaker Savanah Leaf of Park Pictures, the film aims to bring to life the loving, vigorous skincare rituals passed down through families and across generations, adds VML.

Standard Bank's 'Fraud Gallery' has been named a finalist in Live Crafts, Digital — Use of AI, and Digital Crafts — Use of Technology. The work aimed to transform fraud awareness into an immersive experience, helping employees understand how ordinary and unsuspicious fraud can appear in an age of identity theft and emerging technology.

For Dove, 'Real TLC' has been recognised in Graphic Design — Package Design and Design — Mixed-Media Campaign. Created in association with CANSA, the campaign used habit stacking to connect daily moisturising with breast self-examination, aimed at turning an everyday self-care ritual into a tool for early detection, says VML.

The Coca-Cola Company also earned multiple finalist spots for 'Share a Poster' and 'Returnables Spaza Missions'. 'Share a Poster' reimagined the long-running "Share a Coke" platform through a gallery of illustrated posters featuring South African names, while 'Returnables Spaza Missions' used radio with the aim of turning the act of returning empty Coke bottles into a set of heroic everyday adventures.

A Strong Showing Across Clients

VML South Africa says the breadth of the shortlists is what makes this year's Loeries particularly encouraging.

"We have had a concerted focus this last year on creativity at VML", says Jarred Cinman, CEO of VML. "Under the leadership of Theo Ferreira and Nhlanhla Ngcobo we have fundamentally refocused on our creative product and I think these Loeries results are a testament to that. The fact that we have such a wide range of clients represented here shows that this is a culture we are growing in the agency".

The agency also paid tribute to its client partners, noting that strong creative work is only possible when clients are willing to trust the idea, back the thinking and help make the work real.

"These shortlists belong as much to our clients as they do to our teams," says Cinman. "We're grateful to work with partners who understand the value of work that is culturally relevant, useful and beautifully made. Now we wait for the awards ceremony, where the work will have to speak for itself."

VML South Africa's Loeries 2026 Finalists

Vaseline — 'Mntana ka Gogo'

  • Design — Design for Digital
  • Design Crafts — Photography
  • OOH — Outdoor Media
  • OOH Crafts — Photography
  • Digital — Social Media Campaign
  • Digital Crafts — Social Media Design
  • Digital Crafts — Writing
  • Creative Strategy
  • Integrated Campaign 

Vaseline — 'Love Hurts'

  • Film — TV and Cinema Commercials
  • Film Crafts — Direction 

Standard Bank — Fraud Gallery

  • Live Crafts
  • Digital — Use of AI
  • Digital Crafts — Use of Technology 

Dove — 'Real TLC'

  • Graphic Design — Package Design
  • Design — Mixed-Media Campaign 

The Coca-Cola Company — Share a Poster

  • Design Crafts — Illustration: Akim
  • Design Crafts — Illustration: Koko
  • Design Crafts — Illustration: Nokuthula
  • Design Crafts — Illustration: Pinky
  • Design Crafts — Illustration: Wandile
  • Live Events 

The Coca-Cola Company — Coca-Cola 'Returnables: Spaza Missions'

  • Radio Crafts — Performance: Danger
  • Radio Crafts — Performance: Magriza
  • Radio Crafts — Performance: Summertime
  • Radio Crafts — SA Non-English Performance: Danger
  • Radio Crafts — SA Non-English Performance: Magriza
  • Radio Station Commercials: Summertime
  • SA Non-English Radio Station Commercials: Danger
  • SA Non-English Radio Station Commercials: Magriza
  • SA Non-English Radio Station Commercials: Summertime

For more information, visit www.vml.com. You can also follow VML on Facebook, LinkedIn, X, Instagram, or on TikTok. 

*Image courtesy of contributor