Advertising powerhouse and X3M Ideas CEO, Uncle Steve Babaeko (‘Uncle Steve’ sounds better all the time), has been selected to join the 2024 Jury list for the Print & Publishing Lions at the 71st Cannes Lions International Festival of Creativity. (See others who made the list here https://Inkd.in/e-49a7ai)
“Join me in celebrating creativity and innovation,” Uncle Steve said in a LinkedIn post.
We will. We would love to; all visa approvals considered.
Let me skip the details of the high blood pressure, several panic attacks, and ‘near-Rincewind experience’ (one of my favorite quotes from The Color of Magic) I went through last year when I found out that I wasn’t going to attend the Festival.
But it was a beautiful night for all of us watching from home. Prayers were uttered, hearts raced; it felt as though every stakeholder in Nigeria’s marketing communications industry had taken a test, and we were all awaiting a positive result. It ended in praise.
Reflecting on X3M Ideas’ impressive showing at the last Cannes Festival and the awe-inspiring impact they had on the African continent, I have high hopes for increased participation from Nigerian agencies and creatives this year.
X3M Ideas achieved a monumental feat by securing Nigeria’s first-ever victory at the renowned Cannes Lions International Festival of Creativity. The momentous accomplishment not only elevated the agency but also brought immense pride and joy to the entire Nigerian advertising community.
While acknowledging the significance of the LIONS award, which was obtained in the Health/Wellness Category for their groundbreaking campaign, “The Soot Life Expectancy,” a project developed in collaboration with the Extra Step Initiative, an NGO based in Port Harcourt, Babaeko restated that this prestigious LION not only marks a breakthrough for X3M Ideas but also represents a historic win for West Africa, as the region had struggled to secure this accolade over the past 70 years.
“The victory removes the near-embarrassment of not being recognized as a giant of Africa. Furthermore, our success at the Act Responsible honors with two solid awards reaffirms Nigeria’s prowess on the global stage. Last year, whenever we said we’re from Nigeria, we were celebrated as celebrities. The excitement and support we’ve received at Cannes have been nothing short of amazing,” he said.
The admirable advertising boss also lauded X3M Ideas for being the catalyst for breaking this long-standing barrier and re-emphasized that the victory is a collective achievement for all practitioners in West Africa. He also expressed immense satisfaction that X3M Ideas had managed to overcome the absence of a Cannes Lions victory, which had previously been a cause of near-embarrassment, and celebrated the agency’s role in solidifying Nigeria’s position as a giant in Africa.
X3M Ideas’ historic win at the Cannes Lions International Festival of Creativity heralded a new era for Nigerian agencies and shines a spotlight on the immense talent and untapped potential within the Nigerian marketing and advertising industry.