Kenya marked a milestone in its creative industry by hosting a local edition of the prestigious Cannes Young Lions competition.
Held at the East African Breweries Limited headquarters, the event brought together 60 of the country’s most promising young creatives.
They had a platform to showcase their talents and the best will represent Kenya at the Cannes Lions International Festival of Creativity in France.
The competition featured three categories — digital, design and print — each comprising 10 teams of two participants aged 30 and below.
The participants were introduced to their task, to develop a campaign for an NGO, charity or purpose-driven organisation within 24 hours.
The challenge was designed to test not only their creativity but also their ability to work under pressure and deliver solutions with impact.
“This competition is a testament to the vibrant creative spirit of Kenya,” Megha Dutta, jury president for the print category, said.
“We are eager to see how you translate your ideas into compelling narratives that drive change.
The teams immersed themselves in brainstormed, developed concepts and executed their briefs.
The atmosphere was charged with determination, participants collaborated intensely to refine their concepts and produce high-quality campaigns in the short time.
“The level of innovation and dedication displayed by these young creatives is truly inspiring,” jury president for digital Max Ngari said.
“They are not just competing; they are setting new benchmarks for the industry.”
The event was backed by key industry players.
Safaricom, the title sponsor, played a key pivotal role by providing the creative brief, integrating real-world challenges into the competition.
Company director of brand and marketing Zizwe Awuor said the competition is about creating opportunities.
“We’ve given the competitors two real Safaricom business briefs – challenges that genuinely need solutions,” she said.
“So I’m excited to see what they come up with. Their ideas won’t just stay in this competition; Safaricom plans to implement them,” Awuor added.
Safaricom is about transforming lives, she said, “and one key way we do this is by fuelling Kenyan passions points, whether in sports, technology, or the creative industry.”
“Even those who don’t win will elevate their skills, expose them to opportunities, and help them grow. Ultimately, we want to ensure Kenyan creatives can monetise their talents and build sustainable careers.”
Tusker Lager, produced by EABL, also partnered in the initiative. Tusker’s marketing manager Christine Kariuki said their heart rests at supporting young creatives in Kenya, including providing opportunity for the creative space to greater heights.
