In a year already marked by global recognition, X3M Ideas has added yet another accolade to its growing list of achievements. At the prestigious ACT Responsible exhibition during the Cannes Lions International Festival of Creativity, the agency’s campaign, “Blood Sacrifice” for the Red Cross, won Favourite Campaign under the Solidarity Category.

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Steve Babaeko, CEO and Chief Creative Officer of X3M Ideas

Steve Babaeko, CEO and Chief Creative Officer of X3M Ideas

The emotionally charged campaign challenges cultural notions of ritual and re-frames blood donation as a modern act of life-saving sacrifice. Audiences from around the world have resonated with its powerful, culturally rooted storytelling and global conscience.

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ACT Responsible, an internationally recognized platform, curates and celebrates the most impactful purpose-driven campaigns in advertising. X3M Ideas’ stand-out win puts it in the global spotlight for using African insight to address universal human challenges.

“We’re deeply honored that Blood Sacrifice struck a global chord,” said

X3M Ideas Wins at ACT Responsible, Cannes Lions 2025 — “Blood Sacrifice” Campaign for Red Cross takes centre stage

. “This recognition isn’t just for the agency, it’s for every African creative who believes our stories and our values can change the world. We don’t just do ads; we use creativity as a force for good.”

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This win closely follows X3M Ideas’ inclusion in the 2025 Financial Times list of Africa’s Fastest Growing Companies, a prestigious recognition of the agency’s business growth, resilience, and regional impact. The agency continues to transform local brands and lead social conversations through creative excellence, redefining what’s possible for African agencies on the global stage.

About X3M Ideas:

Founded in Lagos, Nigeria, X3M Ideas is one of Africa’s fastest-growing and most awarded independent creative agencies, with a growing footprint in Johannesburg, Nairobi, Lusaka, Dubai, Congo Brazzaville, and London. Known for bold ideas and human-centred storytelling, the agency remains committed to using creativity to inspire, innovate, and ignite change.

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