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.
Vaseline Heritage Day
In South Africa, Heritage Day is a day when South Africans are encouraged to celebrate their cultural traditions and heritage
Cliente
- Vaseline
Oficina
- Johannesburg
Vaseline has been part of South African households for 155 years.
Heritage Day is a crowded space for brands. Social media feeds, in particular, are filled with heritage-themed ads on the day. Because it’s a cultural celebration for all South Africans, there’s a risk of brand messages feeling too similar.
In this highly competitive space, where attention spans are already notoriously low and scrolling thumbs notoriously quick, Vaseline had to make its message stand out.
Generations of black South Africans have grown up with their grandmothers rubbing Vaseline into their skin to make them shine.
This ritual would be performed every day. The vigorous act of rubbing Vaseline into their skin would often be uncomfortable for the child in question, but their gogo would perform it as an act of love. It was to make them shine both literally and figuratively, giving them pride in their beautiful black skin and the confidence to take on the day.
So ingrained is that connection between Vaseline and confidence that many black South Africans have unconsciously carried the ritual into adulthood, sharing it with their own children.
“Some traditions aren’t passed down, they’re rubbed in.”
A simple static visual with a powerful story to unlock these core childhood memories and make a nation feel seen.
The campaign went viral in South Africa and beyond its borders – both in traditional media and on social media platforms. People flooded the comments sections, sharing their own childhood memories of Vaseline and how they are still using Vaseline as adults. Many shared how they’ve carried on the tradition with their own children.
LinkedIn users wrote opinion pieces on the significance of Black South African culture being recognised and celebrated in such an authentic way.
Both the client and the creative team have been interviewed on numerous prominent traditional media platforms, across digital, radio and TV.
On the international awards circuit, Mntana ka Gogo has been on a winning streak, picking up silverware at the Clio Awards, The One Show and the D&AD Awards. It was awarded:
- Silver in Social Media Craft and Bronze in Social Media at the Clios
- A Silver Pencil in the Social Media: Social Post/Single category at The One Show
- Shortlist/Merit at the D&AD Awards
People are telling us that they feel seen.
Kenosi Matsebatlela
Head of Marketing for Vaseline
Credits
Copywriter: Mahlatse Mokautu
Art Director: Mzoxolo Gcwabe
Creative Director: Thando Silimela
Creative Director: Tumi Moutlana
Executive Creative Director: Nhlanhla Ngcobo
Chief Creative Officer: Fran Luckin
Global Chief Creative Officer, Innovation & Chief Creative Officer, EMEA, VML: Bas Korsten
Strategy Director: Robynne Bisset
Account Director: Kudzai Kauswa
Account Director: Lebogang Masekoameng
Agency Producer: Wendy Machanik
Production Manager: Asanda Africander
Photographer: George Q
Social Media Manager: Terrie Molepo
Social Media Manager: Leng Mancoe
Traffic Manager: Ngcebo Kabinde-Powane
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