Quadrant MSL wins at Cannes Lions with Gold for Vaseline Campaign

Quadrant MSL has secured a major win on the global stage, taking home a Gold Lion at the 2026 Cannes Lions International Festival of Creativity, widely regarded as the world’s most prestigious creative awards platform.

The agency, alongside All Seasons Zenith and in collaboration with Leo Burnett Singapore, MSL Singapore, Persuasion Communications London, and AMA Palmist Visual, Maryland,  won the Gold Lion in the Creator Collaboration category for Vaseline’s “The Real Nigerian Price” campaign.

Developed to combat the growing challenge of counterfeit skincare products in Nigeria, the campaign cleverly flipped the globally recognised “Nigerian Prince” scam narrative into a powerful creator-led movement that helped consumers identify and verify genuine Vaseline products through influencer storytelling, social media engagement and a QR-enabled product authentication experience.

The campaign leveraged the credibility and influence of creators to educate consumers on the dangers of counterfeit products while providing a simple verification tool at the point of purchase. The result was a culturally relevant initiative that resonated strongly with audiences, generated millions of organic views and earned recognition from an international jury of industry experts.