X3M Ideas, a leading creative advertising powerhouse on the continent has yet again clinched two global laurels, this time around, at the Lisbon Advertising Festivals awards, winning silver and bronze medals for its ‘The Soot Life Expectancy’ and ‘Vote For Your Future’ campaigns, respectively.
With the wins at the just concluded festivals, X3M Ideas became the only African Agency to win at the Lisbon Advertising Festivals this year.
The silver-winning ‘Soot Life Expectancy’ campaign was published in Nigeria in February 2023 for the brand, The Extra Step Initiative. This 360° medium campaign, tackled the critical issue of the adverse effects of soot on the lifespan of Nigerians, it also shows the agency’s remarkable ability to create impactful messages that resonate with audiences, while also driving real change and addressing societal challenges. This unique campaign also got the entire West African region into the Cannes Lions winners’ list, breaking a seven-decade jinx.
The ‘Vote For Your Future’ campaign on the other hand aims to galvanise national awareness to increase the number of young voters in the last general elections. The agency deployed Mid Journey, an image-generating Artificial Intelligence (AI) platform to paint a picture of what Nigeria would look like in the near future. The results returned by the platform were disturbing and not desirable for the kind of country many young Nigerians would want the country to look like in the future, hence, galvanizing a lot of them to exercise their civic duties.
X3M Ideas’ feat is a significant achievement for the African advertising industry, highlighting the talent, innovation, and creativity that exist within the continent, however, the agency remains focused on its vision to consolidate this breakthrough and expand its presence beyond borders. They are determined to set new standards for creative excellence and contribute to Nigeria’s reputation as a hub of creativity and innovation.