Nigeria is increasingly making its mark on the global creative landscape, particularly in advertising, music, and fashion. Advertising firms like X3M Ideas, Noah’s Ark, and SO&U are gaining international recognition with exploits at various international competitions. These efforts, along with Nigeria’s unique landscapes, cultural richness, and historical significance, are contributing to its growing presence on the world stage.

At the just concluded Cannes Lions International Festival, X3M Ideas, a Lagos based creative agency, yet again showcased the power of creativity in advertising. A well conceptualised creative work from the agency won the favourite campaign award in the solidarity category of the festival’s ACT Responsible exhibition with Blood Sacrifice for the Red Cross, captivated global audience.

This emotional campaign challenges deeply ingrained cultural notions of blood sacrifice, re-framing it as a vital, empowering gesture that transcends tradition and speaks to universal human values.

Experts in Nigeria’s marketing communication landscape have pointed out that the agency’s success underscores the its ability to harness culturally rooted narratives with a global conscience—an achievement that continues to elevate Africa’s voice on the world stage.

ACT Responsible, a globally renowned platform dedicated to celebrating purpose-driven advertising, recognised “Blood Sacrifice” as a standout example of impactful storytelling that combines cultural insight with social good.

A brand analyst and convener of Iconic Brand Awards, Samuel Ajayi, said the agency has made Nigeria proud of the award.

“With this achievement, Nigeria advertising professionals are proving to the world that they are not just emerging, they have arrived, challenging the “emerging” label and establishing themselves on the global advertising scene. For X3M Ideas and its founder, our own Steve Babaeko, clinching the award was no mean feat. The team should continue pushing the African narrative without allowing complacency to set in any form. The sky, as our people say, is the limit.”

Ajayi’s commendation is coming as a result of the fact that the same agency last year broke a 70-year record of being the first creative firm from Nigeria to win at Cannes. Thus, the 2025 victory was the second time X3M Ideas will show class at the international festival, with its first win occurring in 2023.

This year, the campaign “Blood Sacrifice,” sparked a profound conversation about life, sacrifice, and cultural change. Another brand analyst, Johnson Alo, said that as the world watched, the African agency, X3M Ideas, has proved that storytelling rooted in local culture can resonate universally, earning top honours at the prestigious ACT Responsible exhibition.

He said: “This emotionally potent campaign challenges deeply ingrained cultural notions of blood sacrifice, reframing it as a vital empowering gesture that transcends tradition and speaks to universal human values. Its success underscores the agency’s ability to harness culturally rooted narratives with a global conscience — an achievement that continues to elevate Africa’s voice on the world stage.

“ACT Responsible, a globally renowned platform dedicated to celebrating purpose-driven advertising, recognised ‘Blood Sacrifice’ as a standout example of impactful storytelling that combines cultural insight with social good. The win amplifies X3M Ideas’ reputation as an innovator, leveraging African perspectives to address worldwide challenges.”

“We’re deeply honoured that ‘Blood Sacrifice’ struck a chord worldwide,” said Steve Babaeko, CEO and Chief Creative Officer of X3M Ideas. “This recognition isn’t just for us; it’s a testament to the power of African stories and values to inspire change. We believe creativity is a force for good, and this award affirms that belief.”

In 2023, X3M Ideas broke a 70-year drought by becoming the first Nigerian and West African agency to win at Cannes Lions. The agency further cemented its reputation by winning two awards at the 2024 Lisbon International Advertising Festival and earning the title of the African Agency of the Year at the 9th African Cristal Awards for two consecutive years.

After winning the Cannes Award in 2023, the same agency had shone brightly at the 8th African Cristal Awards, where it won again; this time as African Agency of the Year. The two feats were not seen as victories for the agency but remarkable achievements for an industry that had long carved for global relevance and, by extension, Nigeria and the entire African continent.

Last year, at the 9th edition of the same African Cristal Awards in Morocco, X3M Ideas clinched six trophies in various categories, thereby consolidating its continental and global relevance. With the remarkable feat, the Babaeko-led agency was also pronounced ‘African Agency of the Year’.

At the event, X3M Ideas didn’t only reaffirm its position as a leader in the African advertising industry but also proved its mettle as a leading agency in digital application, storytelling technique, and creativity.

The agency’s campaigns that won in various categories are Digital Craft Outstanding Illustration Mortein, Digital Online Display Advertising Mortein, Digital Online Video ADS Lyrics of Innocence, and Brand Storytelling Campaign Entry DSTV Others are Social & Influencer Social Campaign DSTV and Healthcare Public Awareness Tobacco Advocacy.

At the Lisbon Advertising Festivals same year, X3M Ideas won two Bronzes, with its ‘Don’t Burn their Future’ health campaign for its strong message on Awareness Fundraising & Advocacy and Wellness.

The Lisbon Ad Festival is a global advertising festival created in Lisbon, capital of Portugal, in 2015, and it’s already one of the main internationally recognized festivals in the creative industry. The mission for its establishment was to find the best work worldwide and what is best done in advertising, health, and PR. Among other unique attributes, the award is recognized for its prestigious jury members and for gathering in Lisbon some of the biggest names of advertising in the world.

In his reaction to the latest achievements, the CEO of X3M Ideas, Steve Babaeko, said the beauty of it all is the fact that the agency consolidated on the victory recorded at the 2023 edition of the competition. He described the development as another wake-up call to his team to continue giving their best to any brief that comes their way.