The Cannes Young Lions competition is more than just a contest— it’s a launchpad for young creatives to showcase their talent on the world stage.
Speaking at the Cannes Young Lions Kenya competition held at EABL on Saturday, Emuron Alemu, Founder and CEO of Quollective Africa and Kenya’s official representative for the Cannes Lions Festival of Creativity, highlighted the global significance of the competition.
He noted that the competition is a gateway to global recognition.
"The Young Lions competition is the Olympics of creativity. It brings together the best young creative professionals—30 years and younger—from across the world to compete at the highest level," he explained.
"Winning this competition means getting recognised globally, opening doors for career-defining opportunities."
The event, sponsored by Safaricom - the title sponsor - and Tusker Lager, serves as the stepping stone for Kenyan creatives to gain exposure, sharpen their skills and network with the world’s top industry leaders.
Alemu stated that the competition is also about raising the bar for Kenya’s creative industry. Beyond individual recognition, Alemu said it s rbes as a long-term benefit for Kenya’s creative industry.
"By competing internationally, young creatives bring back invaluable insights and experience, which ultimately raises the standards of our local industry," he said.
"The more we send talent to the global stage, the more Kenya cements its reputation as a creative powerhouse."
Additionally, he noted that the Cannes Young Lions creative competition level the playing field for the best minds.
He stated that unlike traditional awards that honor past work, Young Lions is a real-time challenge where participants receive a brief and have a limited time to create an outstanding campaign.
Alemu said the pressure, competition and international exposure make it an unparalleled opportunity for young creatives to prove themselves.
"This is not just about competing—it’s about putting Kenya on the global map. When we step onto the Cannes stage, we’re not just there to participate. We’re there to represent and eventually dominate," Alemu said.
Asked what it will take to succeed, Alemu said the keys are innovation, adaptability and confidence.
"One of the biggest mistakes young creatives make is overthinking and doubting themselves. Imposter syndrome holds many back. But if you’re here, it means you have what it takes," he encouraged.
The competition is expected to not only crown winners but also raise the overall standard of Kenya’s creative industry.
"By competing internationally, we bring back global insights that will shape the future of advertising and creativity in Kenya," Alemu added.
Sixty participants entered the competition on Saturday competing in three categories being digital, design and print.
On Sunday, the jury will choose only six participants to compete in Cannes, France, against contestants from other countries across the globe.
