Nigerian filmmaker and television commercial director Ibidunni Oladayo has earned global acclaim after his campaign for Unilever's Vaseline won five awards at the 2026 Cannes Lions International Festival of Creativity.
Produced by Ama Psalmist Visuals, the commercial challenged the long-standing "Nigerian Prince" scam stereotype while encouraging consumers to authenticate Vaseline products in Nigeria. The campaign paired a strong social message with commercial effectiveness, earning one Gold Lion in the Social & Creator category and four Bronze Lions in the Media, Health & Wellness, Brand Experience, and Social & Creator Healthcare categories.
Within 10 days of release, the campaign generated more than 2.8 million organic views and approximately 5,400 conversions, highlighting the power of purposeful storytelling.
Recalling the inspiration behind the project, Oladayo said the creative brief immediately stood out.
"It was the story. It was about rewriting the infamous 'Nigerian Prince' scam story and juxtaposing it with authenticating Vaseline products."
He also attributed the campaign's success to the simplicity of its message and the commitment of the production team.
The award-winning project was delivered through a collaboration between Ama Psalmist Visuals, Leo Burnett Singapore, MSL Singapore and Persuasion Communications London.
The recognition further strengthens Oladayo's reputation as one of Nigeria's leading commercial directors. His portfolio includes campaigns for Samsung, MTN, Malta Guinness, DStv, MIVA University, Kellogg's, Oraimo, Oppo and Goldberg, among other brands.
For Oladayo, the five Cannes Lions affirm his belief that African stories, told with authenticity and craftsmanship, can compete on the world's biggest creative stages.
As Ama Psalmist Visuals continues to expand its footprint across local and international productions, the Cannes triumph marks another milestone in a journey driven by creativity, purpose and Nigerian excellence.
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