24 hours of creativity: Inside the Safaricom Young Lions sprint

The 2026 Safaricom Cannes Young Lions Kenya competition is underway, with participants fully engaged in their Safaricom and Tusker briefs.

Teams of two are spread across the EABL Microbrewery in Ruaraka, competing in Digital, Design, and Film categories.

Digital teams are analysing data and mapping user journeys, while Design teams sketch, refine, and conceptualise visuals that best represent the brands.

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The Cannes Lions global team, together with Jury Presidents including Tosh Gitonga and Max Ngari, are observing the creative process in real time.

The Intensity of a 24-Hour Sprint
Images from the event highlight the focus and determination of participants as they brainstorm, sketch, and refine ideas during a fast-paced 24-hour creative sprint.

The energy is high, deadlines strict, and the stakes global.

Maurice “Riz” Wangalachi: Leading the Design Category
Maurice “Riz” Wangalachi, veteran creative director at Ogilvy Africa and DigiTribe, heads the Design category for the second consecutive year.

With over two decades in advertising, Maurice brings experience and a keen eye for ideas that can perform on the international stage.

Describing himself as a creative director widely known as Riz, he emphasises continuity—having set and raised standards in previous years, he now aims even higher.

What Judges Are Looking For
Maurice says creativity must be practical as well as bold and fresh. Entries are expected to address real-world challenges, engaging with the brand, resonating with audiences, and driving business outcomes.

Winning concepts, he adds, must be meaningful, effective, and visually compelling.

Lessons from Last Year
Reflecting on 2025, Maurice notes preparation was key. Despite navigating a new format, the quality of Kenyan creativity remained evident.

This year’s objective is to maintain high standards while producing work capable of competing internationally. The Young Lions platform, he stresses, is a global proving ground for local talent.

Kenya’s Creative Edge
Maurice sees Kenya as already recognised for musical creativity but aims to highlight the country’s strength in advertising, brand building, and communication.

He encourages ideas that are bold, culturally informed, and authentic, challenging young creatives to produce work that resonates globally.

Elements of a Winning Entry
According to Maurice, originality, practicality, accurate interpretation of the brief, clear communication, and self-expression are essential. When these converge, an entry stands out.

The Multi-Dimensional Brief
This year’s brief demands integrated thinking across channels and touchpoints.

Maurice notes that even he would feel fortunate to compete, aiming for work that is bold, purposeful, and unexpected. Purpose remains critical—ideas must connect with audiences while demonstrating creativity.

Human Creativity in an AI Era
Maurice highlights the importance of human creativity in a digital and AI-driven world. AI may assist, but it cannot replace originality or authentic thinking.

Judges are encouraging participants to rely on talent, ensuring the work reflects unique human capabilities.

A Message to the Young Lions
Maurice draws on his Western Kenya roots and the cultural identity that informs his work, reminding participants that experiences shape creativity.

His advice to the Young Lions is straightforward: be bold, original, practical, and authentic. Let ideas make an impact on the global stage.Participants at the Cannes Young Lions competition//Brian Simiyu