The wins come from a field of 31 finalists across four clients and a spread of categories, aimed at reflecting the agency's creative strength across digital, design, film, social, radio, live experience, strategy and craft, says VML.

"We have had a concerted focus this last year on creativity at VML. Under the leadership of Theo Ferreira and Nhlanhla Ngcobo we have fundamentally refocused on our creative product and I think these awards reflect that," says Jarred Cinman, CEO of VML.

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 awards belong as much to our clients as they do to our teams. We're grateful to work with partners who understand the value of work that is culturally relevant, useful and beautifully made," says Cinman.

'Mntana ka Gogo' won Gold in OOH — Outdoor Media, Silver in Digital — Social Media Campaign and Bronze in Integrated Campaign, adding to its awards run both locally and internationally, says VML.

'Love Hurts', a campaign film inspired by Mntana ka Gogo and directed by BAFTA-winning Filmmaker, Savanah Leaf of Park Pictures, won Gold in Film — TV and Cinema Commercials — up to 90s, adds VML.

For The Coca-Cola Company,' Coca-Cola Returnables: Spaza Missions' (Magriza), created with Studio X Africa, earned a Campaign Craft Certificate in Radio Crafts — SA Non-English Performance.

The Loeries wins aim to cap a strong year for 'Mntana ka Gogo', which has built one of the strongest awards records of any South African campaign in 2026, says VML.

Internationally, the campaign won Silver in the Social and Creator Lions at the 2026 Cannes Lions International Festival of Creativity, following two Clio Awards (Silver in Social Media Craft and Bronze in Social Media), a Silver Pencil at The One Show in Social Media: Social Post / Single, and a Shortlist / Merit in Photography at the D&AD Awards, adds VML.

At home, it took three Golds at the 2026 New Generation Awards: Best Low-Budget Campaign by a Corporate, Most Viral Campaign by a Corporate and Most Viral Campaign by an Agency.

Winning at this level is aims to be a meaningful recognition of the thinking, care and craft that went into the campaign, says VML.

About the Work

Vaseline's 'Mntana ka Gogo' was shortlisted across nine categories this year, including Design for Digital, OOH, Digital, Creative Strategy and Integrated Campaign. The campaign, which began as a Heritage Day social post, has aimed to resonate far beyond South Africa, becoming an example of culturally rooted, human-first storytelling, says VML.

A Strong Showing Across Clients

Alongside 'Mntana ka Gogo' and 'Love Hurts', VML South Africa's finalist work included Standard Bank's 'Fraud Gallery', Dove's 'Real TLC' and The Coca-Cola Company's 'Share a Poster' and 'Returnables Spaza Missions', says VML.

"Winning Vaseline Southern Africa's first-ever Loerie is a defining career milestone and a proud moment for South African creativity. It reinforces my belief that when we tap into genuine cultural truths, creativity can move people to participate and create impact beyond borders," says Navini Ramsamie, Marketing Lead at Vaseline, Southern Africa.

"I'm incredibly proud to have done this with our partners at VML, putting South African creativity on the regional and global stage," concludes Ramsamie.

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

*Image courtesy of contributor