Cannes Young Lions competition: Creatives race against time to beat 24-hour deadline

Cannes Young Lions Creative competitors are racing against a 24-hour deadline to come up with the projects they will present before the jury and judges on Sunday.

The competition has three categories: design, digital and print.

Paired in two, the 60 creatives sat in different stations as per their category.

With laptops on their tables, books starting to fill with words and guide papers that are now highlighted, the creatives have got some work to do.

In most stations, the pairs can be seen collaborating while in others have divided the work to beat the time frame.

They are working on two briefs given to them by their juries and judges.

Maria Mukobi and Gabriel Mworia from the digital category said they are excited and nervous as they are competing against other best creatives in Kenya.

"We're just putting your minds together. We are a team, so we are collaborating," Mworia said.

The excitement is infectious in the room as Ivy Robia and Shawn Steven from digital also put their heads together to get their project done.

"It's been interesting to participate at this level of competition and to be given the chance and opportunity to be here," Robia said.

"We are just having a bit of fun as it is just another day as creatives."

She states that even though winning is the goal, they are also excited about the challenge.

"It will be nice to win, but we are trying to showcase what we can do, especially for ourselves. If we wi,n even better," she said. 

Mworia said:

 "We don't have a proper structure as sometimes in creative just get into it".

Mwangi Jabez and Newton Kiogora at the print category said they have "no pressure".

"Basically you can't force an idea, so we are waiting for inspiration to tackle the brief. But I guarantee we will give you something out of this world," Jabez said.

"Winning is secondary. I just want to feel good and create something great."

As for Kiogora, he is working to get a project that will inspire other creatives.

Kenjal and Muskaan from the print are excited and slightly nervous.

They are working to create captivating advertising that is out of this world.

"We are super privileged to be here. Winning is just the icing on the cake," Kenjal said.

"As time goes on, we will come up with something." 

For Lynn Atieno and Edwin Wainaina, it is a learning experience and one they are taking with commitment.

"We are excited, calm, having fun and chilled," they said in unison.

They have a timer of one hour and 30 minutes to brainstorm and piece a few pieces together.

They will then break and regroup to start the practical work.

They stated that in as much as they want to win the competition, they are prioritizing the fun in the work.

"We are going with the flow. Like when you are on a boat and you do not know where you are going," they added.

"We are also learning.”

The competition is sponsored by Safaricom, which aims at advancing the creative industry in Kenya.

The creatives will present their work to the jury on Sunday.

The winners will be announced then and get into preparations for the global stage in Cannes, France.