Africa in Motion: Ibidunni Oladayo
Ibidunni Oladayo shares insights on telling stories on our own terms and what his Cannes Lions awards mean for the African continent.
Article by Lesibane Mohale
Ibidunni (Dayo) Oladayo is an award-winning Nigerian film director who just made history by being part of the team behind the first West Africa's first Gold Cannes Lion along with four Bronze Cannes Lions for The Real Nigerian Prince, a campaign by Leo Singapore (Publicis Groupe) that took one of the internet's most infamous scams and flipped the narrative to combat counterfeit Vaseline Body Oils in Nigeria.
Dayo has been putting in the work for many years now collaborating with household brands such as MTN, Samsung, Diageo and Nestlé, while helping superstars like Burna Boy and Naira Marley shoot music videos that generate millions of views. He also runs a production company called IO Filmworks and is the founder of Cruise, a digital platform with more than 441,000 YouTube subscribers built around the kind of raw, unfiltered conversations that African storytelling does best.
I had the privilege of working with Dayo on a brand refresh campaign for Malta Guinness which involved shooting a TVC in Lagos. Working with him gave me a front-row seat to his unique approach to storytelling that's rooted in African culture and craft. For Dayo, creativity isn't just about winning awards but it's about reclaiming the African narrative and telling our local stories on the world stage.
In this conversation, Dayo reflects on the power of authentic storytelling, why brave creativity beats safe ideas and why the future of African creativity depends on local voices telling their own stories on the world's biggest stages.
LM: Massive congratulations on your five Cannes Lions for "The Real Nigerian Prince". How important is this win for Africa and what message does it send to the world?
Dayo: I think a win like this is incredibly important for Africa because, in many ways, it gives us greater control over our own narrative. For years, the phrase “Nigerian Prince” was almost exclusively associated with internet scams and negative stereotypes. What The Real Nigerian Prince did was take something the world thought it already understood and completely reframe it. It challenged that perception through creativity, humanity and storytelling.
That’s why this recognition means so much. It doesn’t just celebrate one campaign; it proves that African creatives can take narratives that have historically worked against us and transform them into something meaningful that resonates globally. I hope it sends a clear message to the world that Nigerians and Africans more broadly are among the most creative people anywhere. We have stories that deserve to be told and we have the talent to tell them at the very highest level.
LM: What should brands and creatives from the continent be doing more of in order to keep competing at the highest level with other global markets?
Dayo: I think we need to become more comfortable taking creative risks. Speaking specifically from my experience in Nigeria, brands and agencies often operate from a place of caution, which is understandable. Everyone wants to protect the brand. But sometimes the stories that have the greatest cultural impact are the ones that initially make people uncomfortable.
The Real Nigerian Prince was a perfect example. Building a campaign around one of Nigeria’s biggest stereotypes wasn’t the obvious or safest decision. It required courage from the client, the agency and everyone involved. I would love to see more brands trust their creative partners, and more agencies push bolder ideas. Some of the most memorable campaigns in the world exist because someone was willing to take a chance.
Great creativity rarely comes from playing it safe.
LM: In your view, what defines African creativity and what makes it so unique?
Dayo: African creativity is unique because it is shaped by experiences that are difficult to understand unless you’ve lived here fully. People often say Africans are joyful, expressive and full of life. We dance, we laugh, we celebrate, even in difficult circumstances. Those aren’t just personality traits, they influence the way we create. Our environments, our communities, our humour and even our daily challenges inspire the stories we tell.
In Nigeria, for example, people often describe us as loud. I actually think we’re passionate. We express ourselves fully, and that energy naturally finds its way into our music, films, fashion and advertising. African creativity isn’t simply about making things differently. It’s about seeing the world differently and that’s what makes it so distinctive.
LM: How important is authentic storytelling in building brands across African markets and driving cultural relevance?
Dayo: Authenticity is everything. African audiences can immediately tell the difference between a brand that’s speaking to them and one that’s simply trying to sell to them.
The only thing that bridges that gap is genuine cultural understanding. You can’t communicate with African audiences using a Western lens and expect the same emotional connection.
Every market has its own nuances, humour, values and lived experiences. The brands that succeed here are the ones that respect those differences and tell stories that feel honest rather than manufactured. When people genuinely see themselves in your story, trust follows.
LM: What story do you think Africa needs to tell more of to the world?
Dayo: I think Africa needs to export its own perspective of the world more often. We’re an incredibly vibrant continent. Our joy, our humour, our music, our resilience, the way we celebrate life, the way we build community these are things that deserve much greater visibility globally. Too often, Africa is introduced through stories of hardship alone. Those realities exist, but they don’t define us.
We also need to tell stories about creativity, ambition, innovation and possibility.
More importantly, we need to tell the world what creativity means to us, not what the world expects African creativity to look like.
LM: What is it about Nigerian culture that has made it such a powerful influence across Africa and beyond?
Dayo: Nigeria is an incredibly energetic country, and I think much of that influence comes from our hustle culture. Living in a country of over 200 million people means competition is constant. The environment pushes people to become resourceful, resilient and relentlessly ambitious. That mindset travels with Nigerians wherever they go.
Whether it’s music, film, business or sport, there’s an underlying belief that you have to give your absolute best because survival often depends on excellence. I think that’s one of the reasons Nigerian culture has become so influential. Our resilience naturally fuels creativity, and our creativity naturally travels.
LM: Looking back across your work in film, photography, documentaries, commercials and creative entrepreneurship, which project are you most proud of and why?
Dayo: Without question, The Real Nigerian Prince. Not simply because it won at Cannes, but because of what it represents. It’s a project that has introduced my work and the incredible talent of everyone involved to audiences around the world. It’s opened doors I never imagined and reminded me of the power of storytelling to reshape perceptions.
I’ll always be grateful for the opportunity to have directed a campaign like this. It’s one of those rare projects that changes your career while also contributing to a much bigger conversation.
LM: What advice would you give global brands entering African markets for the first time?
Dayo: Listen to local creatives. I honestly can’t emphasise that enough. Many global brands arrive with a fixed idea of what Africa looks like, and then try to market that version of Africa back to Africans. That’s where the disconnect begins.
Work with local strategists, agencies, filmmakers and creators from the very beginning not just during production. Let them shape the thinking, not simply execute it. The people who live the culture are the people who understand how to connect with it.
LM: What is one misconception about Africa that you would most like to challenge?
Dayo: The biggest one is surprisingly simple. Africa is not a country. Even in 2026, I’m still surprised by how many people speak about Africa as though it’s one place with one culture.
It’s a continent made up of dozens of countries, hundreds of languages and thousands of cultures.
Even within a single country like Nigeria, there are multiple ethnic groups, traditions and ways of seeing the world. Understanding Africa starts with recognising its diversity. That’s what makes the continent so rich, so dynamic and so creatively powerful.
LM: Looking ahead, what kind of legacy do you want your work to leave for the next generation of African creatives?
Dayo: I hope my work reminds the next generation that nothing is impossible. I want young African creatives to believe that they already have a global voice, regardless of where they are or the resources they have today. Too many people wait for permission before telling their stories. I want my work to show that you don’t need permission. If you tell authentic stories with excellence, the world will find them.
If the next generation grows up believing they can tell African stories on their own terms and that those stories belong on the biggest stages in the world, then I think I’ll have left the kind of legacy I’m striving for.
Africa in Motion is a TIA interview series spotlighting Africa’s trailblazers in the advertising, marketing and creative industries. Visionaries who are putting African creativity on the world map and shaping culture from Lagos to London, Accra to Atlanta and Jozi to Boston. Featuring agency leaders, strategists, creatives, entrepreneurs and brand marketers, each conversation aims to unpack insights, emerging trends, shifts in culture and ideas that are redefining the African narrative.
If you are a brand, agency or freelancer looking to collaborate, connect with Lesibane Mohale at les@tiastudio.co.uk
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