This achievement marks the agency's second consecutive year of recognition at the esteemed festival in Lisbon, Portugal. X3M Ideas earned two bronze medals for its impactful campaign “Don’t Burn Their Future,” created for the Federal Competition and Consumer Protection Commission (FCCPC). The campaign excelled in both the Awareness, Fundraising & Advocacy Campaign category and the Health Wellness Campaign category.
Last year, X3M Ideas also made headlines by winning silver and bronze medals for its campaigns ‘The Soot Life Expectancy’ and ‘Vote For Your Future,’ becoming the only African agency to be honored at the festival.
The “Don’t Burn Their Future” campaign is designed to tackle the increasing use of tobacco products among young people, addressing the concerning trend of underage access to these products and its harmful effects on society.
To effectively convey the campaign's message, X3M Ideas utilized one of Nigeria’s most significant cultural exports—Nollywood—by producing a 26-episode telenovela that highlights the dangers of smoking in a format that resonates with Nigerian audiences. This initiative was complemented by a comprehensive national campaign that included television, out-of-home advertising, social media, and Nigeria’s first “burning” billboard, visually representing the dreams of children going up in smoke. The campaign's creative executions prominently featured fire and burning effects to capture attention and deliver a powerful message.
In response to the accolades, X3M Ideas CEO Steve Babaeko expressed gratitude, dedicating the award to the FCCPC and its many clients for their trust in the agency. He emphasized that this recognition would motivate his team to strive for excellence in all their campaigns, reinforcing their commitment to making a positive impact in society.
“It feels amazing winning at Lisbon Advertising Festivals back-to-back, especially with an advocacy project focused on health. Making an impact in society is one of our concerns as an agency, and our corporate social responsibility attests to this, including our contributions to the creative ecosystem.”
The Lisbon International Advertising Festivals Group encompasses the Lisbon AD, Lisbon Health, and Lisbon PR awards, representing a prominent global advertising festival based in Lisbon, Portugal's capital. It is recognized for its esteemed jury members and the convergence of leading figures in the advertising and creative industries.
X3M Ideas is dedicated to establishing new benchmarks for creative excellence while enhancing Nigeria and Africa's status as a center for creativity and innovation. Recently, for the second consecutive year, it was honored as the ‘African Agency of the Year’ at the 9th African Cristal Awards, securing six awards.
Last year, the agency made history by becoming the first Nigerian and West African agency to win at the Cannes Lions International Festival for Creativity, breaking a 70-year streak. Additionally, it was named the 2023 Agency of the Year at the Lagos Advertising and Ideas Festival (LAIF) Awards.