X3M Ideas Wins Grand Cristal for ‘Goodvertising’ at the African Cristal Ad Festival
X3M Ideas’ sponsored anti – depression social service advertising tagged “Look Beyond” which came out last year to support the Lagos State effort in fighting the sudden surge in the rate of suicides, has won a grand Cristal at the just concluded African Cristal Advertising Festival which held in Marrakech, Morocco.
The campaign which featured a series of ads including online film is one of the agency’s deliberate attempts at being a social contributor and dependable voice in supporting the Lagos State government in enhancing and keeping a sane and save society for all.
The increasing spate of suicides according to the agency, is considered antithetical to the nation’s global recognition as the “happiest people” despite all the odds. This is why we, as X3M Ideas, cannot keep silent in the face of this ugly development, Steve Babaeko, Chief Executive Officer, X3M Ideas had explained when the campaign broke May 2017.
The campaign which won a Grand Cristal an equivalent of a Grand Prix, in the Social/CSR category, was a major voice that permeated the social media and youth focused TV channels, to drum up support for the Lagos State Governor, Akinwunmi Ambode’s battlecry against suicides in Lagos state and the country at large.
The agency has dutifully pursued its DNA ingrained passion to consistently find the time and resources to churn out campaigns to promote social causes despite its busy work schedule and scarce resources, in a bid to combat tendencies for the society to travel the descent route.
As a company, X3M Ideas is passionate about youth.,The business is positively youthful, so is its staff. So when we begin to see a trend of the odious happening and almost becoming like a way of life, we would not want to keep silent. In fact that is not our way of life. This is the main reason behind this awards winning social advocacy campaign tagged “Looking Beyond” an agency source told our correspondent during an interactive session.
In the campaign, the agency deployed the ‘huge popularity for social media’ to paint the picture of how depression makes hostage of the victim. The victim hides the “depression” behind written words especially on social media pretending “all is well” either because he has no one to talk to or because he did not know such platforms exist or he simply lose confidence in the people around him.
The short “social-mercial” which was heavy on HipTV also trended heavily on youtube, twitter and other social media platforms, discouraged youth from the growing painful decision to “end it all” which had earlier caused the nation immeasurable loss such as the loss of a young medical doctor who took a plunge into the lagoon from the popular Lagos third mainland bridge among numerous others.
The video shows the hand of a depressed buddy trying hard to pour out his emotion to his friend on the social media but only succeeded at giving a pretentious impression that “everything is okay”.
The social service campaign tells those trapped in depression casement to escape, “they need not end it all, there is someone or organization caring and willing to help which victims can to talk to”. The video graciously displays dedicated help-lines to be called by the sufferer.
The award justifies the X3M Ideas’ consistent Corporate Social Responsibility support to the society and the Lagos State Government’s efforts.
In 2013, the agency built a block of six classrooms for the Lagos State’s Opebi Junior Secondary school ; provided computers and other ICT equipment to two government schools in 2014; in 2015, refurbished and provided two modern toilet facilities to the Lagos State home for boys (reformation centre). In 2016, it was the turn of Ikeja Senior Secondary School to benefit from the agency’s milk of humanity through the provision and equipment of a befitting library for the use of the school while in 2017, X3M Ideas made a daring move as it moved out of Lagos to lend a hand to the Chibok Girls Secondary School as it provided the much needed chairs and tables for easy learning and teaching in the school that has come under national global attention.
The agency’s unflinching support for social causes which also include the Babatunde Raji Fashola’s tenure’s “Horns Free Day”, the campaign to curb violence against women all attest to the fact that the reward with a Grand prix Cristal award is merited and most deserving of the X3M Ideas.
Apart from the ‘Goodvertising’ Grand Cristal award, X3M Ideas also carted home 11 other awards from the recently concluded 2018 African Cristal Festival. These include three medals for new client, Globacom, Media, telecoms and Brand entertainment and content for tv/cinema, in the telecommunications category ; Friesland CampinaWamco – Peak Milk Heritage campaign also won a bronze in the Mass consumption Products’ category. Similarly, the agency’s work for a previous client, 9Mobile also recorded 3 medals in Media; telecommunications; and Brand entertainment and content for tv/cinema categories; while “Look Beyond” also picked some other four awards including a gold, a silver and two bronze medals to advance the cause of Nigerian advertising on the global arena.
The African Cristal Festival rewards the best advertising campaigns created and broadcasted over the African continent, on any media. The 2018 edition focused on cultural stakes and their implications for brands. The current edition of the African Cristal Festival centered on helping agencies grasps the creative and multi-cultural future in line with the African emerging market.
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