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The biggest advertising award in the world, the Cannes Lion Advertising Festival, just concluded in France and frontline Nigerian advertising agency, X3m Ideas, brought home West Africa’s and Nigeria’s first award, competing with over 1200 entries from the world to land a highly coveted medal with their work titled The Soot Life Expectancy.
Anthony Eigbe, Creative Director X3m Ideas said “The festival is the biggest and most prestigious advertising award in the world and bringing it home is definitely one of the highest honours one can receive in the industry.”
He adds, ” Our work centres on the people of Rivers State in their ongoing battle with Soot by using critical soot data spanning 40 countries from the German Environmental Protection Agency to essentially calculate and re-issue a new life expectancy based on time spent (inhaling soot) in Rivers State. ”
The main component of the campaign was a website where visitors can go and input information and get real-time life expectancy results.
Speaking further he explained the significance and the impact of the award as a legendary accomplishment for Nigeria and West Africa.
“This is a huge leap in the right direction. Though we’re headquartered in Lagos, we have offices across Africa and Dubai, so we’re poised to truly consolidate this achievement in our ascent to penetrating the global space.”
It’s huge because this year’s edition of the Cannes Lion Awards was its 70th edition. This simply means that for 70 years, no agency in West Africa has yet to be shortlisted or eventually gone on to win the biggest award in advertising and X3M Ideas became the first Advertising Agency in West Africa to break the jinx.
