By Zika Bobby
Lagos-based creative agency X3M Ideas has taken home a top honor at the Cannes Lions International Festival of Creativity. The agency’s campaign, “Blood Sacrifice,” created for the Red Cross, won the Favourite Campaign award in the Solidarity Category at the ACT Responsible exhibition.
The “Blood Sacrifice” campaign reimagines the act of blood donation as a courageous act of life-saving bravery. By tapping into the emotional resonance of this ritual, X3M Ideas created a campaign that resonated with global audiences.
“We’re deeply honored that ‘Blood Sacrifice’ struck a chord worldwide,” said Steve Babaeko, Chief Executive Officer 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,” he added.
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-centered storytelling, the agency remains committed to using creativity as a catalyst for inspiration, innovation, and societal change.