What It Takes to Win: Safaricom Cannes Young Lions Jury President Spills The Beans

The 2026 Safaricom Cannes Young Lions Kenya competition is in full swing, with participants fully immersed in their Safaricom and Tusker briefs.

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

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

The Cannes Lions global team, alongside Jury Presidents such as Tosh Gitonga and Max Ngari, are on hand to observe the creative process in real time.

The Intensity of a 24-Hour Sprint

Images from the competition capture the intensity and focus of the participants, showing them brainstorming, sketching, and refining their ideas during a fast-paced 24-hour creative sprint.

The energy is palpable, the deadlines unforgiving, and the stakes nothing short of global.

Maurice “Riz” Wangalachi: Guiding the Design Category

At the heart of this year’s Design category is Maurice “Riz” Wangalachi, a veteran creative director at Ogilvy Africa and DigiTribe, serving as president for the second consecutive year.

With more than two decades in advertising, Maurice brings both seasoned expertise and an acute eye for ideas that can stand confidently on the world stage.

Maurice describes himself simply: a creative director with over 20 years of practice, widely known as Riz. His return as president ensures continuity—he has seen the bar set, helped raise it, and is now pushing it even higher.

What Judges Are Looking For

For Maurice, creativity is not about flair for its own sake. He is looking for bold, fresh, and practical ideas capable of transforming a business while remaining relevant and expressive.

Many of the briefs are real-world challenges rather than abstract exercises. To succeed, entries must creatively engage with the brand, resonate with audiences, and ultimately drive business impact. Winning ideas, Maurice insists, must be beautiful, meaningful, and effective.

Lessons from Last Year

Reflecting on last year, Maurice notes the primary lesson was preparation. While organisers and participants had to navigate a new format, the exceptional creativity emerging from Kenya was no surprise.

This year, the goal is “better of the same”—maintaining a high standard while pushing for work that can compete on an international stage.

The Young Lions platform, he believes, is not merely about local recognition; it is a global proving ground for Kenyan creativity.

Kenya’s Unique Creative Advantage

From Maurice’s perspective, Kenya is already recognised for creative excellence in music, but he wants the world to associate the country with world-class advertising, brand building, and communication.

He encourages bold, unapologetic ideas infused with cultural nuance that can only come from Kenya. For young creatives, the challenge is to channel authenticity into work that resonates globally.

What Makes a Winning Entry

At this level, everyone brings “fireworks,” Maurice says. But success requires a combination of originality, practicality, accurate interpretation of the brief, clear communication, and self-expression. When these elements align, a concept transcends competition and truly shines.

The Multi-Dimensional Brief

This year’s brief is a multidimensional playground, demanding integrated thinking across channels and touchpoints.

Maurice admits that if he were competing, he would feel “very, very fortunate” and would aim to produce work that is bold, unexpected, and purposeful. Purpose matters—standout ideas must speak to the audience while showcasing creativity.

Human Creativity in an AI Era

Maurice also emphasises the role of human creativity in a digital era dominated by AI. While AI can enhance performance, it cannot replace originality or authentic thinking.

This year, the judges encourage participants to rely on raw talent, ensuring that the work reflects the unique capabilities of the human mind.

A Message to the Young Lions

Ending on a personal note, Maurice reflects on his Western Kenya roots and the cultural identity that informs his work—a reminder that behind the titles and trophies are real people whose experiences shape their creativity.

His message to the Young Lions is clear: be bold, be original, be practical, and above all, be yourself. Let your ideas speak loudly enough to be heard on the world stage.