VML AT THE LOERIES 2026

For brands, Heritage Day is an opportunity to connect with customers by celebrating South African culture and their place in it. This was a chance to show how the Vaseline brand has been passed down through generations over 155 years. The social post went viral not only in South Africa but around the world. It became a beacon of authentic, human-first storytelling.

Inspired by the Mntana ka Gogo social post, this campaign film, directed by BAFTA-winning filmmaker, Savanah Leaf of Park Pictures brings to life the loving, but vigorous ritual enacted by caregivers around the world. It’s a simple, deeply personal moment shared across countries continents and show how Vaseline is a common childhood memory that unites people across generations.

In South Africa, banking fraud accounts for nearly half of all reported incidents. But in 2026, the face of fraud is no longer a shadowy anonymous figure, lurking in a dark room. It’s become ordinary looking and unsuspicious, aided by technology that makes identity theft easier than ever. Instead of sending out an email, Standard Bank partnered with VML South Africa to create an immersive experience for employees, bringing them face-to-face with the reality of fraud.

Breast cancer is the most common cancer among South African women. Early detection dramatically increases the chance of successful treatment and self-examination is one of the most effective ways to pick up early signs of breast cancer, as well as the most accessible. But our research shows that only 5% of South African women regularly perform breast self-examinations (BSEs). Dove, in association with the Cancer Association of South Africa (CANSA), used habit stacking to turn body cream into a tool for early detection.

“Share a Coke” is one of Coca-Cola’s longest running platforms, allowing customers to find their names on a can. But cans are disposable. So, we decided to immortalise the experience through art by collaborating with artists and students around the world to create striking posters featuring the iconic bottle silhouette and a South African name. For one day only, the public was invited to view the gallery and claim the poster with their name on it.

Returning your empty Coke bottles is good for the environment and your pocket. But for some people, the return feels like a mission. So, we turned it into a real mission – the heroic kind – with a series of radio ads detailing the exciting adventures of the heroes who journey to their local spaza shop to return their empties.