In a historic first, Kenya will host its own edition of the Cannes Young Lions competition, a globally renowned platform for young creatives in advertising and innovation. This groundbreaking initiative opens the door for Kenya’s brightest talents to compete on the world stage at the Cannes Lions International Festival of Creativity in France. Six young creatives will represent Kenya in the global Young Lions Competition, while one student will attend the prestigious Roger Hatchuel Student Academy. This milestone marks a transformative moment for Kenya’s creative industry, offering a once-in-a-lifetime opportunity to showcase the nation’s ingenuity and shape the future of its creative landscape.
Partners Driving the Vision
Leading the charge as the Title Sponsor is Safaricom, Kenya’s telecommunications giant. The company’s involvement underscores its commitment to nurturing talent, driving digital transformation, and bolstering the creative economy. Dr. Peter Ndegwa (CBS), CEO of Safaricom, emphasized the initiative’s significance: “Creativity and innovation are at the heart of Kenya’s future. Through our partnership with Young Lions Kenya, we are proud to give young creatives the platform to showcase their talent on the world’s biggest stage.” Zizwe Awour, Safaricom’s Brand and Marketing Director, echoed this sentiment, highlighting the program’s alignment with the company’s mission to empower young minds and fuel innovation.
Joining Safaricom is Tusker, Kenya’s iconic alcoholic beverage brand and a key partner in the competition. Known for its deep ties to Kenyan culture and creativity, Tusker’s involvement reflects its legacy of championing local talent. Mark Ocitti, Managing Director of Kenya Breweries Limited (KBL), stated, “Tusker has always been at the heart of Kenya’s creative and cultural evolution. In line with our brand purpose, we are proud to play a role in empowering young creatives to take their talent to the global stage on which Kenyan creativity deserves to be celebrated.”
A Launchpad for Kenya’s Creative Future
Kenyan creativity has been gaining international recognition for years, from groundbreaking advertising campaigns to innovative artistic expressions. Now, with an official pathway to the Cannes Lions Festival in 2025, Kenya has the chance to solidify its reputation in the global creative arena. Alemu Emuron, Chief Creative Officer at The Quollective and the Official Festival Representative of Cannes Lions in Kenya, sees this as a transformative moment: “For years, Kenyan creativity has been making waves globally, but this is the first time we have an official pipeline to showcase and nurture our best young talent. This is more than a competition—it’s a launchpad for Kenya’s creative future.”
The initiative also highlights the growing strength of Kenya’s creative economy, fueled by industry leaders like Safaricom, Tusker, and others committed to fostering innovation and elevating local talent. Serah Katusia, CEO of Belva Digital, views this as a forward-thinking investment: “Young Lions Kenya represents the kind of bold, future-focused investment that will shape the next generation of creative leaders. This is just the beginning, and we can’t wait to see what our young creatives will achieve.”
Redefining Kenyan Creativity on the World Stage
The Young Lions Kenya competition is poised to become a cornerstone of the country’s creative development, inspiring a new wave of talent to push boundaries and challenge norms. It’s an opportunity for Kenya’s youth to not only compete but to redefine what Kenyan creativity can achieve globally. With the support of industry giants and a clear vision for the future, this milestone signals the start of an exciting new era.
As Kenya prepares to take its place at Cannes Lions 2025, the world will be watching. This isn’t just about winning awards—it’s about showcasing the ingenuity, resilience, and vibrancy of Kenyan talent. Young Lions Kenya is proof that when opportunity meets ambition, there’s no limit to what can be achieved. The stage is set, and Kenya’s creative future is brighter than ever.
