Vaseline - Mntana ka Gogo

This single social post for Vaseline, created in a matter of hours, to celebrate the brand's 155 year heritage as a staple in South African households, ignited the imaginations of millions of South Africans and people all over the world - because it evoked so powerfully a ritual millions have grown up with. Heritage Day is a very overtraded day in the South African social media calendar but this single image struck such a powerful chord that it dominated the conversation in South Africa and abroad for weeks afterwards.