Decades after the Cannes Lions International Festival of Creativity (formerly the International Advertising Festival), was established to reward creativity across the world, a leading Nigeria’s creative agency, X3M Ideas has been shortlisted. The feat is the first by any creative firm in Nigeria.

Over the years, Nigerian practitioners have clamoured and worked towards being featured in the competition but have only succeeded in serving as jurors, panelists and speaker. A situation which annually forces the practitioners to go back to the drawing board.

Reacting to the nomination, the Chief Executive Officer of the agency, Steve Babaeko, who admitted that he had earlier vowed not to attend until his agency made the shortlist, congratulated his team for the achievement.

Babaeko whose reaction was sighted on his Facebook said; “this year is different, my friend! X3M Ideas has finally done it! They’ve made Nigeria’s very first #canneslions shortlist. How cool is that? Big shout out to #TeamX3M for always pushing boundaries and putting Nigeria on the global stage. Now, wish us luck, because we’re determined to bring home Nigeria’s first lion. We can practically hear the roar of over 200 million Nigerians cheering us on. It’s high time we claim this lion!”

Cannes Lions International Festival of Creativity is a global event for those working in creative communications, advertising, and related fields. It is considered the largest gathering of the advertising and creative communications industry.

The five-day festival, incorporating the awarding of the Lions awards, is held yearly at the Palais des Festivals et des Congrès in Cannes, France.

• During the last week of June, around 15,000 registered delegates from 90 countries visit the Festival to celebrate the best of creativity in brand communication, discuss industry issues, and network with one another. The week’s activities include multiple award ceremonies as well as an opening and closing gala.