What you need to know about Cannes Young Lions competition
The event will take place from March 8 to March 9, 2025.
3d agoHillary BettInfographics
As Safaricom takes the lead in sponsoring the Cannes Young Lions creative competition alongside Tusker Lager, the company’s Director of Brand and Marketing, Zizwe Awuor, shares why the initiative is key to the telco's mission.
Speaking during the first day of the competition on Saturday at EABL headquarters in Ruaraka, Nairobi, Awuor highlighted the role of creativity, AI and Kenya’s place on the global stage.
Why did Safaricom choose to support the Cannes Young Lions Kenya competition?
Awuor: When we heard that the Young Lions competition was coming to Kenya, we knew we had to be involved—not just as a sponsor, but as the title sponsor. It aligns perfectly with our purpose at Safaricom: transforming lives. We champion sports, technology, and Kenyan creatives, so this was a natural fit. This competition is about creating opportunities. Only three per cent of the world’s creatives compete at Cannes, and now, six young Kenyans will get to showcase their talent on that global stage. This is about putting Kenya on the map. It is time for the world to recognize Kenya’s creative power.
What are your expectations for today?
Awuor: We have given the competitors two real Safaricom business briefs—challenges that we genuinely need solutions for. 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. You can already feel the energy in the room. People are hungry, and they want to be among the six who will go to Cannes, France. I can’t wait to see the work they present.
Beyond financial sponsorship, how will Safaricom support the competitors?
Awuor: We are committed to working with all the participants, not just the winners. The six who go to Cannes will have our full support before, during, and after the competition. But beyond that, we are also looking at how we can collaborate with the other 54 competitors. As a marketing director, I’m already spotting creatives I’ would love to work with. Safaricom has always grown by partnering with Kenyans to build this brand, and we are always looking for fresh talent to bring in. This is just the beginning of our journey in supporting Kenya’s creative economy.
Safaricom is a leader in technology. How do you see AI fitting into creativity?
Awuor: AI is still a hot debate in the creative industry, but here’s my take: AI cannot replace the creative mind—it can only enhance it. At Safaricom, we experimented with Africa’s first AI-generated ad. Initially, our creative agency was worried: “Is AI going to take our jobs?” But they quickly realised that AI still needed their vision, storytelling, and artistic direction. It was simply a tool, like a camera or a paintbrush. So yes, I encourage creatives to embrace AI—but not as a shortcut. If you think AI will do all the work for you, you’re mistaken. Creativity still needs human intelligence, originality, and passion.
As the title sponsor, how does this competition align with Safaricom’s mission?
Awuor: Everything we do at Safaricom is about transforming lives. One of the key ways we do this is by fueling Kenyan passion points, whether in sports, technology, or the creative industry. Even for those who don’t win, this competition will elevate their skills, expose them to opportunities, and help them grow. Ultimately, we want to ensure that Kenyan creatives can monetise their talents and build sustainable careers.
What are the key takeaways Safaricom hopes to achieve from this event?
Awuor: Great ideas – We gave out real briefs, and we expect actionable solutions we can implement. Talent exposure – This competition isn’t just about us. We want all Kenyans to see the incredible talent coming out of this country. That’s why we have brought in media and content creators to amplify this moment. If we can achieve these two goals, I’ll consider this a huge success.
You’ve judged Cannes before. Why is this platform important for Kenyan creatives?
Awuor: I judged at Cannes a few years ago, and out of 350 entries, only two were from Africa. That was shocking. It’s not that we lack talent—it’s that we lack opportunities. That’s why this competition is such a game-changer. Once Kenyans get through that door, I know we will run—and we are known for running! This is just the start.
What’s your advice for the competitors hoping to be among the final six?
Awuor: Don’t limit yourself to what you have seen before. Think big, push boundaries, and challenge the norm. Show passion. We are not just looking for ideas—we are looking for creatives who truly care about their craft. Think differently. Even if you have seen Safaricom do things a certain way, challenge that. Innovation comes from fresh perspectives. This is your chance to stand out. Make it count. With Safaricom’s backing, the Cannes Young Lions Kenya competition is set to elevate Kenyan creatives to the world stage. As the competitors race against time, one thing is clear: Kenya’s creative industry is on the rise, and Safaricom is leading the charge.
