X3M Ideas emerges first Nigeria’s agency to win Cannes Lions


By Adetunji Faleye

One of the leading creative agencies in Nigeria, X3M Ideas has won Nigeria’s first Cannes Lions International Festival for Creativity.

X3M Ideas won in the health category for the public health advocacy called “Scoot Life Expectancy” which was done to tackle the menace of soot in Portharcourt, Nigeria.

In a chat with our correspondent, Steve Babaeko, managing director and chief creative officer of X3M Ideas Group, says, “It feels great to finally break the 70 years jinx for Nigeria at the . I feel the win is not just for X3M Ideas alone, it is for AAAN and most importantly, it is for our beloved country Nigeria.

Also, on his Instagram page he writes, “This one is for #TeamX3M for our beloved country #Nigeria. Like they say in Nollywood movies. To God be the glory.”

Commenting on the feat on Instagram, Ayeni Adekunle, founder and chief executive officer of Black House Media Group says, “Big deal! Sending huge congrats to our friends at X3M Ideas for making Nigeria and Africa Proud! It is possible”.

Cannes Lions International Festival of Creativity (formerly the International Advertising Festival), was established to reward creativity across the world.

Cannes Lions International Festival of Creativity is a global event for those working in creative communications, advertising, and related fields. It is considered the largest gathering of the advertising and creative communications industry.

The five-day festival, incorporating the awarding of the Lions awards, is held yearly at the Palais des Festivals et des Congrès in Cannes, France.

During the last week of June, around 15,000 registered delegates from 90 countries visit the Festival to celebrate the best of creativity in brand communication, discuss industry issues, and network with one another. The week’s activities include multiple award ceremonies as well as an opening and closing gala.


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