Encomium as X3M Ideas Wins Nigeria’s First Cannes Lions Award

One of the leading creative agencies in Nigeria, X3M Ideas has won Nigeria’s first Cannes Lions International Festival for Creativity during the first round of 2023 awards.

The ten-year-old agency won in the health category for a public health advocacy campaign called "Scoot Life Expectancy," which was created to combat the soot problem in Port Harcourt, Nigeria.

"It feels great to finally break Nigeria's 70-year jinx at the Cannes Lions." "I believe the victory is not only for X3M Ideas, but also for AAAN and, most importantly, for our beloved country Nigeria," said Steve Babaeko, managing director and chief creative officer of X3M Ideas Group.

On his LinkedIn account, Babaeko writes, "This one is for #TeamX3M for our beloved country #Nigeria." As they say in Nollywood films. "All glory to God."

The Cannes Lions International Festival of Creativity (previously the International Advertising Festival) was founded to recognise and reward creativity worldwide.

Cannes Lions International Festival of Creativity is a global event for creative communications, advertising, and allied fields. It is regarded as the largest advertising and creative communications industry event.

The five-day festival, which includes the Lions Awards, is held each year at the Palais des Festivals et des Congrès in Cannes, France.

Around 15,000 registered delegates from 90 countries attend the Festival during the last week of June to celebrate the finest of innovation in brand communication, address industry concerns, and network with one another. Several award ceremonies, as well as an opening and closing gala, are scheduled throughout the week. 

IMC industry practitioners have continued to extend their congratulatory message to Babaeko and the X3M Ideas team for the recognition. 

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”.

"Congratulations and good luck to the team and every Nigerian", writes Emmanuel Agu, Group Marketing Director, Jotna Nigeria Ltd.