Inside X3M Ideas’ phenomenal Soot-themed campaign that broke the jinx for Nigeria

By Zion Rufus

A moment of anticipation and hope enveloped the Nigerian marketing communications industry when news broke that X3M Ideas had been shortlisted for a coveted Cannes Lions award in the health and wellness category for their groundbreaking campaign, “The Soot Life Expectancy.”

Hearts raced, breaths were held, and prayers were whispered as stakeholders awaited the final outcome.

In a state of suspended excitement, I found myself in bed, prepared to retire for the night, when the remarkable announcement echoed through the industry.

X3M Ideas had clinched Nigeria’s first-ever win at the Cannes Lions, etching a glorious and unforgettable moment not only for the agency but for the entire Nigerian advertising fraternity.

The victory serves as a resounding testament to the creativity and ingenuity of X3M Ideas, cementing their place as pioneers in the Nigerian advertising landscape. It marks a significant milestone that will be forever etched in the annals of the industry’s history.

The Soot Life Expectancy campaign, which propelled X3M Ideas to this momentous achievement, tackled the critical issue of the adverse effects of soot on the lifespan of Nigerians. This thought-provoking campaign showcased the agency’s remarkable ability to create impactful messages that resonate with audiences, while also driving real change and addressing societal challenges.

For nearly seven decades, Nigerian agencies have yearned for recognition on the prestigious global stage of the Cannes Lions International Festival of Creativity. That all changed in the festival’s 70th edition when X3M Ideas shattered the long-standing jinx and brought home Nigeria’s first Cannes Lions Award. The agency’s groundbreaking campaign, titled “The Soot City Life Expectancy” for The Extra Step Initiative, captivated the jury and showcased the immense creative potential of Nigerian advertising.

The campaign devised by X3M Ideas centered around raising awareness about the detrimental effects of soot on the lifespan of Nigerians, particularly those residing in Rivers State. To rekindle national attention on this critical issue, X3M Ideas devised an innovative formula that recalculated life expectancy based on the time spent in Rivers State. This was achieved by leveraging soot data obtained from the German Environmental Protection Agency across 41 countries, combining it with the average air quality data of Rivers State and the official life expectancy of Nigeria.

Life expectancy is a standard metric for every country, but it fails to account for the unique challenges faced by the communities in Rivers State, Nigeria’s second-largest oil-producing region. Since 2016, rampant oil bunkering, gas flaring, pipeline explosions, and the proliferation of illegal artisanal refineries have resulted in the largest emission of soot ever recorded in the country. On certain days, the soot particles in Rivers State reach levels 40 times worse than the World Health Organization’s 24-hour exposure guideline.

However, the dialogue surrounding the soot crisis had faded over time as attention shifted to other national problems, leaving residents in the dark. To reignite national discourse and work toward a viable policy solution, The Extra Step Initiative launched “The Soot City Life Expectancy” campaign in collaboration with X3M Ideas.

The campaign harnessed data from 40 countries, sourced from the German Environmental Protection Agency and EIONET. By combining this data with the average air quality of Rivers State and Nigeria’s official life expectancy, X3M Ideas created a groundbreaking formula that provided a more realistic life expectancy for individuals. The formula was unveiled on a dedicated website, SOOTCITY.COM, directing people to check their new life expectations. Additionally, LED billboards strategically placed across the country displayed the results, ensuring widespread visibility.

With a profound commitment to instigating real change, the campaign’s website automatically generated a letter on behalf of every visitor, urging Nigerian senators to address the pressing soot problem. This multifaceted campaign, spanning various media assets, including print, digital, and out-of-home platforms, aimed to foster widespread awareness and drive tangible policy action.

“The Soot City Life Expectancy” campaign, a true testament to X3M Ideas’ creative prowess, was officially launched in Nigeria in February 2023. The 360° campaign embraced the essence of public interest, NGO, and public utility sectors. Its compelling message and innovative execution captivated audiences and ultimately caught the attention of the Cannes Lions jury.

X3M Ideas’ historic win at the Cannes Lions International Festival of Creativity not only heralds a new era for Nigerian agencies but also puts the spotlight on the immense talent and untapped potential within the Nigerian marketing and advertising industry. This groundbreaking achievement serves as an inspiration for other Nigerian agencies, encouraging them to push boundaries, showcase their creativity, and create impactful campaigns that resonate globally.