X3M Ideas, a Lagos-based creative agency, has won the campaign award in the solidarity category at the ACT Responsible exhibition during the Cannes Lions International Festival of Creativity.
According to a statement on Monday, X3M was recognised for ‘Blood Sacrifice’, a campaign for the Red Cross that transforms blood donation into a modern act of life-saving courage.
The agency said the campaign challenges deep-rooted cultural perceptions 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,” the statement reads.
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“ACT Responsible, a globally renowned platform dedicated to celebrating purpose-driven advertising, recognized ‘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.”
Speaking on the achievement, Steve Babaeko, chief executive officer and chief creative officer of X3M Ideas, said the award is a reminder that creativity remains a powerful tool for inspiring change.
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“We’re deeply honored that ‘Blood Sacrifice’ struck a chord worldwide,” Babaeko was quoted as saying.
“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.”
The statement added that the feat 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.
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