X3m Ideas Wins Cannes Lion Award in France

A frontline advertising agency, X3m Ideas, has won West Africa’s and Nigeria’s first award at the global event, the Cannes Lion Advertising Festival in France.

X3m Ideas competed with over 1200 entries globally to land a highly coveted medal with their work titled, The Soot Life Expectancy.

The Creative Director of X3m Ideas, Anthony Eigbe, expressed, “The festival is the biggest and most prestigious advertising award in the world. Bringing it home is definitely one of the highest honours one can receive in the industry.”

Eigbe says their work centres on the people of Rivers state in their ongoing battle with Soot by using critical soot data spanning 40 countries from the German Environmental Protection Agency.

This is essentially to calculate and re-issue a new life expectancy based on time spent (inhaling soot) in Rivers state.

According to the creative director, “The campaign’s main component was a website where visitors can go and input information and get real-time life expectancy results.”

He also emphasised the significance and the impact of the award as a legendary accomplishment for Nigeria and West Africa.

“This is a huge leap in the right direction. Though we’re headquartered in Lagos, we have offices across Africa and Dubai.

“We are poised to truly consolidate this achievement in our ascent to penetrating the global space,” says Eigbe.

As the 70th edition, the creative director expressed: “For 70 years, no agency in West Africa has yet to be shortlisted or gone on to win the most significant award in advertising.

“X3m Ideas became the first Advertising Agency in West Africa to break the jinx.”