The New Generation Awards, now in their 14th year, aim to recognise South Africa's best work in social and digital media, celebrating brands, agencies and creators that are using digital platforms to build connection, earn attention and deliver measurable impact, says VML.

For VML South Africa, the wins are a reminder that effective digital work is no longer about reach alone. With audiences spending hours online each day, navigating an infinite scroll of content, effectiveness means tapping into the kind of human truth that makes people stop, share, remember and respond.

'Mntana ka Gogo' Goes Home With Gold

Vaseline's 'Mntana ka Gogo' Heritage Day campaign is now earning local recognition too. The campaign, which has already picked up honours at Cannes, the Clios, The One Show and D&AD, won three Golds at the New Gen awards, says VML.

The work aimed to resonate by drawing on a familiar South African childhood ritual. Simple, culturally specific and human, the campaign aimed to prove that a local story, told with honesty, can travel far beyond its original audience, adds VML.

"Vaseline didn't set out to own Heritage Day. We set out to connect with our communities in an authentic and meaningful way," says Navini Ramsamie, Experiential Lead at Vaseline. "Rooted in a powerful human truth and brought to life with one iconic image, 'Mntana ka Gogo' struck a cultural chord immediately. Instead of buying attention, Vaseline earned it, proving that when brands show up authentically, they earn relevance and participation."

"We are so proud of the great work and collaboration between Team Vaseline and VML," says Boipelo Mekgwe, Marketing Manager for Vaseline. "This is a testament to consistency, insight-led creativity and, most importantly, trust! Well done, team: it sets up the brand for success because the foundation is solid."

LunchBar's Mystery Deepens and Delivers

Cadbury LunchBar also earned two Bronze awards for the second installment of the 'LunchBar Man' campaign, 'The Monolith Mystery'. Building on the success of the original, which introduced South Africans to former teacher turned conspiracy theorist Bra Lucas Baloyi and his theories about aliens and their fondness for chocolate bars, the second chapter, celebrating LunchBar's 60th anniversary, aimed to expand the Bra Lucas universe with more intrigue, humour and craft, says VML.

The sequel aims to show the value of building a distinctive brand world over time. Instead of starting from scratch, the team deepened a story audiences already knew, adds VML.

"LunchBar has featured some of South Africa's most iconic and beloved ads over the past six decades," says Jacques Bezuidenhout, Brand Equity Manager: Chocolate: SACEA and Creative Excellence Lead: SSA. "Bra Lucas is a modern classic — he carries on that legacy of light-hearted playfulness that's so true to the LunchBar brand."

Ford becomes the talk of Bothaville 

Ford Motor Company South Africa won Bronze for 'Ranger Super Duty: The Battle for Bothaville', recognised in the category for Best Social Media Reach from an Event / Activation by a Corporate. The campaign was linked to the Ranger Super Duty reveal at NAMPO Park in Bothaville, where Ford showcased the new addition to the Ranger line-up to a highly relevant audience, says VML.

By taking the reveal to one of South Africa's agricultural events, Ford aimed to meet customers in a context where capability, practicality and toughness matter, adds VML

"NAMPO gave us the right stage to reveal Ranger Super Duty," says Tarryn Knight, Head of Marketing at Ford Motor Company Southern Africa. "It's a vehicle built for hard work, and the NAMPO audience understands why capability and reliability matter in a vehicle."

"Connecting with the right people in real time helped us take that moment from Bothaville to a much wider audience as we drive home the real meaning of do more, tow more and carry more in this category-first vehicle," adds Knight.

The six New Gen wins aim to reflect the range of VML South Africa's recent work, from simple cultural storytelling to long-running brand entertainment and event-led social content., says VML.

The wins were:

  • Gold: Best Low-Budget Campaign by a Corporate — Vaseline 'Mntana ka Gogo; — Unilever South Africa
  • Gold: Most Viral Campaign by a Corporate — Vaseline ;Mntana ka Gogo' — Unilever South Africa
  • Gold: Most Viral Campaign by an Agency — Vaseline 'Mntana ka Gogo' — VML South Africa / Unilever South Africa
  • Silver: Best Online PR Campaign by a Corporate — The Cadbury LunchBar 60th Anniversary Campaign — 'The Monolith Mystery' — Mondelez South Africa / VML South Africa
  • Bronze: Excellence in Content Marketing by a Corporate — The Cadbury LunchBar 60th Anniversary Campaign — 'The Monolith Mystery' — Mondelez South Africa / VML South Africa
  • Bronze: Most Viral Campaign by an Agency — The Cadbury LunchBar 60th Anniversary Campaign — 'The Monolith Mystery' — VML South Africa / Mondelez South Africa
  • Bronze: Best Social Media Reach from an Event / Activation by a Corporate — Ranger Super Duty: The Battle for Bothaville — Ford Motor Company SA / VML South Africa.

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

*Image courtesy of contributor