Safaricom has renewed its commitment to empowering Kenya’s creative youth through its continued support of the Kenya Young Lions Competition, a platform that prepares young professionals to compete at the prestigious Cannes Lions International Festival of Creativity in France.
Now in its second year with Kenyan participation, the Young Lions initiative brings together creatives aged 30 and below, challenging them to produce innovative campaigns under intense time pressure across Film, Digital, and Design categories.
This year’s edition attracted hundreds of portfolio submissions, from which 42 participants were shortlisted. Six finalists will ultimately represent Kenya at the global competition in Cannes this June.
Kenya’s Cannes Lions representative, Emuron Alemu, said the programme exposes local creatives to the highest international creative standards, comparing Cannes Lions to a global benchmark similar to the Olympics or Oscars of advertising.
He noted that shortlisted entries were evaluated by a panel of senior industry professionals before selecting the top teams that will carry Kenya’s flag on the global stage.
Safaricom, serving as the title sponsor for the second consecutive year, is funding travel, accommodation, and logistical needs for the winning teams, making participation accessible to young creatives regardless of background.
Safaricom’s Marketing Director, Zizwe Awuor, said the partnership reflects the company’s long-term investment in Kenya’s creative economy and belief in local talent.
He added that competition briefs are drawn from real-world brand challenges, giving participants practical exposure while allowing brands to benefit from fresh, youthful ideas.
“Technology and digital tools can enhance execution, but creativity starts with powerful human ideas,” Awuor noted.
Other private sector partners, including Tusker, MB96, and Belva, are also supporting the initiative, signalling growing corporate interest in nurturing creative talent.
Organisers say improvements inspired by lessons from last year’s inaugural edition, such as earlier planning and smoother travel coordination, have strengthened this year’s competition.
With confidence high, organisers believe Kenya’s young creatives are no longer just participants but strong contenders on the global creative stage.
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