In an era where advertising increasingly champions social impact, X3M Ideas has once again demonstrated its mastery of purpose-driven storytelling. The Lagos-based creative powerhouse clinched the coveted Favourite Campaign award in the Solidarity Category at the ACT Responsible exhibition during the Cannes Lions International Festival of Creativity. Their campaign, “Blood Sacrifice,” for the Red Cross, captivated global audiences by transforming the ritual of blood donation into a modern act of life-saving courage.
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.”
This achievement follows the agency’s recent inclusion in the 2025 Financial Times list of Africa’s Fastest-Growing Companies, highlighting its rapid expansion, resilience, and influence across the continent and beyond. From transforming local brands to leading social conversations, X3M Ideas continues to redefine what African agencies can achieve on the global stage.
Notably, 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 African Agency of the Year at the 9th African Cristal Awards for two consecutive years.
Founded in Lagos, Nigeria, X3M Ideas has grown into one of Africa’s most awarded independent creative agencies, with offices spanning Johannesburg, Nairobi, Lusaka, Dubai, Congo Brazzaville, and London. Known for bold ideas and human-centred storytelling, the agency remains committed to using creativity as a catalyst for inspiration, innovation, and societal change.
