As dawn breaks over Nairobi on Sunday, anticipation is at its peak at the East African Breweries Limited (EABL) headquarters, where the second day of the Cannes Young Lions Kenya competition is underway. The country’s top young creatives, who received their briefs on Saturday, now face the crucial phase of executing and presenting their campaigns.
The inaugural local edition has provided sixty participants with a rare platform to demonstrate their talents, vying for a chance to represent Kenya on the international stage at the Cannes Lions Festival in France. The competition features three categories digital, design, and print each with ten teams of two. Participants have had only 24 hours to conceptualize, create, and finalize campaigns for an NGO, charity, or purpose-driven organization.
With Safaricom as the title sponsor and Tusker Lager also backing the event, two of the given briefs originate from Safaricom, adding a high-profile element to the challenge. The competition is not just a test of creativity but also one of endurance, collaboration, and strategic thinking.
On Saturday, the digital teams immersed themselves in crafting compelling online campaigns tailored to engage diverse audiences across digital platforms. Meanwhile, the design category participants worked on visual identities that embodied the essence of their assigned organizations. The print teams focused on producing striking advertisements that could deliver powerful messages through traditional media.
Throughout the intense 24-hour period, the young creatives demonstrated remarkable dedication and resilience. Industry mentors and seasoned professionals provided guidance, urging participants to push their creative limits. Despite the high-pressure environment, moments of camaraderie emerged as teams exchanged insights and encouraged one another.
As the deadline looms, teams are conducting final reviews, refining their presentations, and ensuring every element aligns with the brief’s requirements. By the end of the day, one team from each category will emerge victorious, earning the prestigious opportunity to represent Kenya in France.
This moment marks a significant milestone for the country’s creative industry, further solidifying Kenya’s growing influence in the global creative landscape. The winners will now set their sights on the international stage, where they will compete against top young talents from around the world.
