South Africa, Oct. 7 -- Vaseline won Heritage Day this year with a campaign that captured our culture beautifully. A static visual, minimal copy, and a wave of nostalgia that hit thousands of South Africans with a gut-punch of emotion.

The Vaseline Heritage Day campaign is a beautiful example of the cardinal rule of storytelling: show, don't tell. It's a static image, but you can feel it, smell it, and hear it.

That multisensory experience is how you tell a story that allows the audience to insert themselves into the narrative, so that it becomes their story.

Like so many others who flooded social media with comments, when I saw it, I was instantly transported back to my own childhood. Growing up in a black household in South Africa, V...