VML South Africa and Vaseline are flying the South African flag high at this year's Clio Awards, having picked up two awards:
- Silver in Social Media Craft, and
- Bronze in Social Media.
The awards are for Vaseline's social media post Mntana ka Gogo, part of the brand's Heritage Day campaign, which went viral in September last year.
In a beautiful moment of nostalgia, South Africans rushed to the comments with personal anecdotes. Others shared their pride at seeing quintessential African stories celebrated authentically. It dominated local headlines and news feeds.
But the post didn't stay within South Africa's borders; it resonated with audiences around the world. Now, its international appeal has been amplified even further through its recognition at the prestigious global Clio Awards, proving that when an idea is rooted in something real, it travels, says the duo.
"The most surprising thing for us was how, as much as this was a local campaign, so many people related to it across the world. It was amazing to see," says Nhlanhla Ngcobo, Executive Creative Director at VML South Africa, who led the creative team behind the campaign.
"The insight tapped into the nostalgia of many childhoods worldwide. I think that is why people have such a deep emotional connection to it. People started sharing their own stories and the memories they have in relation to the story of the ad. All of that played a big role in this campaign landing in the way that it has, and it's really humbling to have it garner the attention and accolades it has so far."
Up Against the Best
Widely regarded as one of the most respected international honours in advertising, the Clio Awards celebrate creative excellence across disciplines including film, digital, design and integrated campaigns, adds the duo.
Judged by leading industry figures from around the world, the Clios recognise work that not only demonstrates high levels of craft but also pushes boundaries and makes a meaningful impact. To win is a significant achievement in an intensely competitive global field.
Power of Hyper-Local Stories
Vaseline's Heritage Day campaign tapped into deeply familiar South African truths: the brand's enduring presence in homes across generations and its association with love from a caregiver. Through a simple yet evocative narrative, the work captured how an everyday ritual can carry meaning and memory — particularly pertinent in the context of Heritage Day, says the duo.
The image, which was shot in 40 minutes and stars the daughter of one of the creatives, struck a chord locally for its familiarity. And its powerful storytelling and human connection attracted attention from global audiences and juries alike.
Rather than try to be universally appealing, it did the opposite — leaning into specific cultural nuances and lived experiences. The result is proof of a principle that's often talked about, but that many brands shy away from putting into practice: the more honestly local a story is, the more universally it can land, adds the duo.
African Stories Excelling on the Global Stage
In addition to the two Clio wins, the post has also been announced as a finalist for the One Show in the Social Media Social Post — Single category.
These accolades demonstrate the strength of the idea, the quality of its execution and the importance of a trusting agency-client partnership, says the duo.
"I hadn't actually seen the creative before it went live so it was really an exercise in trust," says Kenosi Matsebatlela, Head of Marketing for Vaseline, speaking on The Lead Creative Podcast. Matsebatlela said she bought into the simplicity and authenticity of the idea. "We were speaking about our people. How we resonate with the people who actually use and purchase our products."
Seeing local work that is so deeply rooted in South African culture gain traction on the global stage shows that world-class work doesn't always require global thinking, but rather conviction, concludes the duo.
Read more about Vaseline's Heritage Day campaign here.
View all this year's Clio Awards winners here.
For more information, visit www.vaseline.com. You can also follow Vaseline on Facebook, X, or on Instagram.
*Image courtesy of contributor