The award came in the Creator Collaboration category, earned in partnership with Leo Burnett Singapore, MSL Singapore, Persuasion Communications London, and AMA Palmist Visual. The recognition places the campaign among the most celebrated creative works in global advertising for the year.
At the heart of the campaign is a response to a growing and persistent problem in Nigeria’s skincare market: counterfeit products. Rather than relying on traditional advertising methods, the creative team reimagined the well-known “Nigerian Prince” internet scam stereotype and flipped it into a consumer education tool designed to help shoppers verify authentic Vaseline products.
Using a QR-powered verification system, consumers were encouraged to confirm product authenticity at the point of purchase, turning everyday buying decisions into moments of digital engagement and consumer protection.
The results, according to Insight Redefini, were striking. The campaign generated more than 2.8 million organic views within its first 10 days and recorded 5,472 product verification interactions. Internal data also revealed a troubling insight: seven out of every ten products checked by consumers were found to be counterfeit, underscoring the scale of the problem in the market.
Engagement metrics reportedly surged fivefold, while consumer sentiment reached 94 percent positive feedback. The campaign also delivered a 13-times return on investment, further strengthening its case as both a creative and commercial success.
Chief Executive Officer of Insight Redefini, Babatunde Olaifa, described the recognition as a defining moment for the agency and for African creativity on the global stage.
“Today marks a defining moment for Insight Redefini. A Gold Lion is one of the highest honours in our industry, awarded only to ideas brave enough to be different and executed with undeniable craft. ‘The Real Nigerian Prince’ flipped a persistent stereotype into a powerful human narrative. This global recognition validates that world-class creative work is being made right here by our team,” he said.
The Cannes Lions International Festival of Creativity is widely regarded as the most prestigious awards platform in advertising and communications, celebrating campaigns that combine innovation, storytelling, and measurable impact.
Beyond the trophy, Insight Redefini said the win reflects the growing influence of Nigerian agencies in shaping globally competitive creative work while addressing local consumer realities. The company also highlighted contributions from its partner agencies, including Quadrant MSL and All Seasons Zenith, which collaborated on the execution.
For Nigeria’s creative industry, the recognition reinforces a broader narrative: that local ideas, when executed with global standards, can compete—and win—on the world stage.