Safaricom stepped up as the main sponsor of the Cannes Young Lions creative contest alongside Tusker Lager. During day one at EABL headquarters in Ruaraka, Nairobi, Brand Director Zizwe Awuor explained why they joined. She talked about creativity, AI technology, and putting Kenya on the world map for creative talent. The company felt excited to partner with this program because it matches its goal of changing lives.
When Safaricom heard about Young Lions coming to Kenya, they immediately wanted the title sponsor position. This competition fits perfectly with what they care about—supporting sports, tech advances, and Kenyan creative minds. Only three percent of global creatives ever make it to Cannes, but thanks to this program, six young Kenyans will show their skills at that famous event. Awuor believes these creators deserve worldwide recognition.
For the competition, Safaricom provided actual business problems that needed to be fixed. The company plans to use the winning ideas after the contest ends. Awuor noticed strong energy from participants who desperately wanted to reach France. The company promises full backing for winners before, during, and after the international competition. They also plan to work with the other 54 contestants who entered. Awuor already spotted several talented people she wants to hire.
Regarding AI and creativity, Awuor thinks computers can help but never replace human imagination. Safaricom tested an AI-generated commercial - the first of its kind in Africa. Their creative team initially worried about job security but realized machines still needed human guidance. Awuor compares AI to tools like cameras or paintbrushes - helpful but requiring human direction. She encourages embracing these technologies without expecting them to do everything.
Everything Safaricom does connects back to improving lives. They focus especially on boosting Kenyan interests across sports, technology, and creative industries. Even contestants who fail to win benefit from better skills and new connections. The company wants creative workers throughout Kenya to earn good money from their talents. They hope the competition delivers great ideas they can implement, plus exposure for local talent.
Awuor previously judged at Cannes and found something disturbing - out of 350 entries, only two came from Africa. She believes this shows a lack of opportunities, not talent. Her advice for competitors includes thinking beyond limits, showing passion, and challenging established patterns. She wants fresh perspectives that might differ from how Safaricom usually operates. With their financial support, the Cannes Young Lions Kenya competition aims to showcase Kenyan creativity worldwide.
When Safaricom heard about Young Lions coming to Kenya, they immediately wanted the title sponsor position. This competition fits perfectly with what they care about—supporting sports, tech advances, and Kenyan creative minds. Only three percent of global creatives ever make it to Cannes, but thanks to this program, six young Kenyans will show their skills at that famous event. Awuor believes these creators deserve worldwide recognition.
For the competition, Safaricom provided actual business problems that needed to be fixed. The company plans to use the winning ideas after the contest ends. Awuor noticed strong energy from participants who desperately wanted to reach France. The company promises full backing for winners before, during, and after the international competition. They also plan to work with the other 54 contestants who entered. Awuor already spotted several talented people she wants to hire.
Regarding AI and creativity, Awuor thinks computers can help but never replace human imagination. Safaricom tested an AI-generated commercial - the first of its kind in Africa. Their creative team initially worried about job security but realized machines still needed human guidance. Awuor compares AI to tools like cameras or paintbrushes - helpful but requiring human direction. She encourages embracing these technologies without expecting them to do everything.
Everything Safaricom does connects back to improving lives. They focus especially on boosting Kenyan interests across sports, technology, and creative industries. Even contestants who fail to win benefit from better skills and new connections. The company wants creative workers throughout Kenya to earn good money from their talents. They hope the competition delivers great ideas they can implement, plus exposure for local talent.
Awuor previously judged at Cannes and found something disturbing - out of 350 entries, only two came from Africa. She believes this shows a lack of opportunities, not talent. Her advice for competitors includes thinking beyond limits, showing passion, and challenging established patterns. She wants fresh perspectives that might differ from how Safaricom usually operates. With their financial support, the Cannes Young Lions Kenya competition aims to showcase Kenyan creativity worldwide.
