Heritage Day: an extremely overtraded and cluttered day in the South African social media calendar. There's a lot of noise as brands compete to jump on the bandwagon. This single social post for Vaseline, created to celebrate the brand's 155 year heritage as a staple in South African households, ignited the imaginations of South Africans in communities all over the country - and abroad - because it evoked so powerfully a ritual millions of us have grown up with. Proving that some traditions are passed down. They're rubbed in.