Firm shortlisted at Cannes for ‘Act Responsible’ awards

By Zika Bobby

A Nigerian agency, X3M Ideas and its subsidiary in South Africa, X3M Ideas Zambia have both been shortlisted for the ‘Act Responsible’ awards at the Cannes Lions Festival of Creativity for 2024. The agency currently operates in seven countries, including; Nigeria, Zambia, South Africa, Kenya, Congo Brazzaville, United Arab Emirates and  United Kingdom.

During the festival, it offers a comprehensive programme that celebrates and promotes socially and environmentally responsible campaigns from around the world. This venue hosts the annual ACT exhibition, a premier showcase of the world’s most innovative and impactful campaigns that tackle pertinent social and environmental issues.

From the Nigerian market, X3M Ideas Nigeria has secured a spot on the shortlist with its campaign ‘Lyrics of the Innocent’ for CSD giants Jotna’s flagship brand, La Casera. Commemorating International Children’s Day, this campaign has garnered widespread critical acclaim and recognition locally, across the African continent, and on the global stage for its poignant storytelling and impactful messaging.

Building on its legacy of its jinx-breaking works, X3M Ideas Nigeria has also been shortlisted for its campaign ‘Don’t Burn Their Future’ for the Federal Competition and Consumer Protection Commission (FCCPC). This powerful campaign shines a spotlight on the pressing issues of air pollution through smoking, with a particular focus on its impact on children.

The campaign follows in the footsteps of the agency’s iconic ‘Soot Life Expectancy’ campaign, which made history by securing West Africa’s first Cannes Lions trophy.

Furthermore, X3M Ideas Nigeria’s ‘Child Adopters’ campaign for the Heritage Homes Orphanage has also earned a place on the prestigious shortlist.

Developed to commemorate World Adoption Day, this thought-provoking campaign aims to promote child adoption, dispel myths surrounding the process, and encourage a more open-minded and compassionate societal approach to this crucial issue.

Representing the Zambian market, the trailblazing agency X3M Ideas Zambia has also secured a spot on the coveted shortlist for its work celebrating Nelson Mandela International Day. This achievement, according to industry analysts, shows the agency’s exceptional creative prowess and marks a milestone for the Zambian advertising industry, contributing to Africa’s strong representation at the globally renowned Cannes Lions Festival of Creativity.

Aside the exhibition, the Act Responsible Hall at Cannes Lions is a unique platform for open discussions and thought-provoking industry analysis. To this end, industry professionals, experts, and influential voices come together to explore the shared responsibility of fostering a more sustainable future for the advertising industry and the world at large.

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