The Extra Step Initiative

Queue for Democracy

Agency: X3M Ideas


In the weeks and days running up to the general elections, Nigeria suddenly became a nation of long and sometimes riotous queues. First, a petrol shortage, months in existence, created long lines of cars at gas stations nationwide. In some cases, the queues lasted days with even longer lines of people with jerry cans side by side with the cars.

The Naira, the country’s very own currency, also became a very scarce commodity, first causing long queues in banking halls and ATM stands, followed by citizens' rioting and vandalism of some banks. And since the country runs a cash economy, a shortage in cash and fuel inevitably meant the transportation industry was also impacted by queue commotion.

This print campaign acknowledges the sad reality and highlights the same queue as a source of strength and change if we all put it to good use at the polls by picking candidates who’ll turn the situation around.

This professional campaign titled 'Queue for Democracy' was published in Nigeria in February, 2023. It was created for the brand: The Extra Step Initiative, by ad agency: X3M Ideas. This Digital and Print media campaign is related to the Public Interest industry and contains 3 media assets. It was submitted over 1 year ago by Art Director: Sheu Sodiq of X3m ideas.


Advertising Agency: X3m Ideas, Lagos, Nigeria
Chief Creative Officer: Steve Babaeko
Executive Creative Director: Mike Miller
Creative Director: Anthony Wolve
Deputy Creative Director: Oladunni Williams, Kelechi Uduma
Head Of Design: Samuel Oluwagbemi
3D: Adekunle Adekayero
Art Directors: Pishon-Boboye Olayiwola, Ola Adeoye
Copywriters: Chinwe Onuoha, Oyebamiji Okiki,
Brand Managers: Jaja Blessing Adata


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