Kenya is set to mark a historic milestone in 2025 by officially participating in the Cannes Young Lions Competition, the globally renowned platform for young creatives. For the first time ever, Kenya will host a local edition of the competition, offering talented young creatives the chance to showcase their skills on the world’s biggest advertising and creativity stage — the Cannes Lions International Festival of Creativity, held annually in France.
What is the Cannes Young Lions Competition?
The Young Lions Competition is part of the larger Cannes Lions International Festival of Creativity, the most prestigious and globally recognized event celebrating excellence in creativity, marketing, and communications. It brings together top talent, agencies, and brands from across the globe, giving young creatives the platform to compete, learn, and network.
For Kenyan creatives, this opportunity opens up new avenues to gain global exposure, learn from the best in the industry, and position Kenya’s creative economy on the international map.
How Kenya Will Participate
The Young Lions Kenya edition will identify six of the country’s best young creatives who will go on to represent Kenya in the global competition at Cannes Lions 2025. This platform is designed not only to showcase creative talent but also to foster innovation, collaboration, and cultural exchange.
Additionally, one Kenyan student will have the rare chance to attend the Roger Hatchuel Student Academy, a global program that nurtures the next generation of creative minds. This ensures that even younger, up-and-coming creatives from Kenya get early exposure to world-class creative processes and mentorship.
Safaricom and Tusker at the Forefront
Safaricom’s Role
Safaricom, Kenya’s leading telecommunications provider, has stepped up as the Title Sponsor, a move that underscores its ongoing commitment to nurturing Kenyan talent, driving digital transformation, and boosting the creative economy.
Dr. Peter Ndegwa, CEO of Safaricom, emphasized the importance of creativity in Kenya’s future: "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, Brand and Marketing Director at Safaricom, added: "This initiative aligns with our mission to empower young minds through opportunities that fuel growth and innovation."
Tusker’s Contribution
Tusker, one of Kenya’s most iconic alcoholic beverage brands, has also partnered with Young Lions Kenya. Tusker has a long history of supporting Kenyan culture and creativity, and this partnership is a natural extension of that commitment.
Mark Ocitti, Managing Director of Kenya Breweries Limited (KBL), noted: "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 New Era for Kenya’s Creative Industry
The launch of Young Lions Kenya is more than just a competition. It is the beginning of a new era, a structured and official pathway for Kenya’s creative talent to get global recognition. Kenya has long been known for producing exceptional creative talent, but this is the first time the country has had a direct pipeline into one of the world’s leading creative platforms.
Alemu Emuron, Chief Creative Officer at The Quollective and Kenya’s Official Festival Representative of Cannes Lions, highlighted the significance of this move: "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."
Long-Term Vision: Building a Strong Creative Economy
The creation of Young Lions Kenya is a testament to the growing strength of Kenya’s creative economy. It represents the commitment of industry leaders, brands, and creative agencies to invest in the next generation of talent, foster homegrown innovation, and put Kenya firmly on the global creative map.
Serah Katusia, CEO of Belva Digital, echoed this vision: "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."
Why This Matters for Kenya’s Creative Industry
- Global Exposure: Young creatives will have access to top global agencies, brands, and creative directors.
- Skills Development: Participants will be immersed in a highly competitive and fast-paced environment, accelerating their creative growth.
- Networking Opportunities: Kenyan creatives will engage with peers from across the globe, opening doors to future collaborations and career opportunities.
- Inspiration and Mentorship: Exposure to international trends, techniques, and mentorship will elevate the overall quality of work produced by young creatives in Kenya.
- Economic Impact: The growth of a globally competitive creative industry can contribute significantly to Kenya’s economy, creating more jobs and positioning Kenya as a creative hub in Africa.
What Happens Next?
As Kenya prepares to debut in the 2025 Cannes Lions International Festival of Creativity, the local Young Lions Kenya competition will be launched, where young creatives from across the country will compete for the coveted six spots.
The application process, eligibility criteria, competition dates, and categories are expected to be announced soon. Young creatives interested in participating are encouraged to follow official communication channels from Young Lions Kenya, Safaricom, and Tusker for updates.
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