KBL Renews Cannes Lions Partnership to Empower Young Kenyan Creatives
42 young creatives. 48 hours. One global stage.
Kenya Breweries Limited (KBL), through its flagship brand Tusker, has renewed its partnership with the Cannes Lions International Festival of Creativity. The move reinforces KBL’s commitment to nurturing Kenya’s next generation of creative leaders through the Young Lions Kenya Competition 2026.
This year’s competition will take place from 6–8 February 2026 at the EABL Microbrewery. It will bring together some of the country’s most promising young professionals in advertising and communications for an intense creative challenge.
A Platform for Emerging Talent
The Young Lions Kenya Competition is a national platform for professionals under the age of 30. It is designed to identify, nurture, and elevate exceptional talent in design, film, and digital.
Most importantly, winning teams earn the opportunity to represent Kenya at the Cannes Lions International Festival of Creativity in France. The festival is widely regarded as the world’s most prestigious celebration of creativity and marketing excellence.
42 Creatives, One High-Stakes Creative Sprint
This year’s edition will feature 42 creatives competing in 21 teams. These include eight teams in design, six in film, and seven in digital.
Over a gruelling 48-hour creative sprint, participants will respond to real-world briefs. As a result, they will be pushed to test their innovation, storytelling, and strategic thinking. Their work will be evaluated by a panel of 30 industry judges across the three categories.
Tusker’s Commitment to Creative Growth
Speaking on the renewed partnership, Christine Kariuki, Head of Mainstream Beer, said the platform plays a critical role in developing young talent.
“As a brand deeply rooted in Kenya’s cultural fabric, we are proud to once again host the Young Lions Kenya Competition. This platform allows young creatives to showcase their skills, benchmark themselves against global standards, and gain exposure at the world’s most prestigious celebration of creativity.”
She added that Tusker remains committed to creating consistent opportunities for young creatives to learn, grow, and excel in their careers.
Creative Economy’s Growing Role
The renewed partnership comes at a time when Kenya’s creative economy continues to grow in importance. According to the Economic Survey 2023, the arts, recreation, and entertainment sector contributes 5% of Kenya’s GDP. It also accounts for 0.25% of total wage employment.
Consequently, sustained investment in creative talent is becoming increasingly critical to national development.
Taking Kenyan Creativity to the World
Through this collaboration, KBL continues to play a catalytic role in empowering young creatives. At the same time, it strengthens Kenya’s global creative footprint.
Winning teams will go on to represent the country at the Cannes Lions International Festival of Creativity. There, they will compete against the world’s best while showcasing the depth of Kenyan talent on a global stage.
A Long-Term Vision for Creativity
Overall, the partnership reinforces KBL’s long-standing commitment to creativity, collaboration, and excellence within the marketing and communications ecosystem. From musicians and filmmakers to designers and storytellers, Tusker remains dedicated to nurturing homegrown talent.
Ultimately, the brand continues to fuel bold creative ambition—ensuring Kenyan creativity stands tall on the global stage.
