Another World Record! As X3M Becomes First Nigerian Creative Agency to Bag Cannes Prize. X3M Idea just put Nigeria on the map with a historic win at Cannes. Carting off a bronze win at the Cannes Lions Awards, 2023.
Going off the history-making streak of the country, what with the recent spate of Guinness World Records broken by Nigerians, the advertising agency, renowned for going beyond the fray of creativity is the only creative industry representing Nigeria in the Health and Wellness category of the award.
Their exceptional campaign entry, titled “The Soot Life Expectancy. The Extra Step Initiative,” peels back the insidious veil that mismanagement of fossil fuel, gas flaring, oil bunkering, pipeline explosion, and exploitation of hydrocarbon has shrouded. Refocusing the narrative on the dark side of the aftermath: Soot.
With the use of audio-visual, the 9-man/woman team produced a thought-provoking timeline of the far-reaching hazardous implications of this simple and ignored, yet devastating end-product.
The team highlighted its surreptitious presence in the Niger-Delta region. And the various deadly health risks it continues to pose. Hence, the campaign title.
Steve Babaeko, the CEO of X3M Ideas, who also represented the agency at the event, expressed his gratitude for this milestone on his social media page, stating, “Mission accomplished. Next year, we hope to celebrate more Nigerian agencies on the big stage. Naija no dey carry last.”
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