Kenya Breweries Renews Cannes Lions Partnership to Back Emerging Kenyan Creatives
Kenya Breweries Limited (KBL), through its flagship brand Tusker, has renewed its partnership with the Cannes Lions International Festival of Creativity, reaffirming its investment in nurturing the next generation of Kenyan creative talent through the Young Lions Kenya Competition 2026.
KBL is hosting this year’s edition from 6–8 February at the EABL Microbrewery, bringing together some of the country’s most promising young professionals in advertising and communications for an intensive, high-pressure creative challenge.
The Young Lions Kenya Competition is a national platform open to professionals under the age of 30. It is designed to identify, develop, and showcase emerging talent across three categories: design, film, and digital. Winners earn the chance to represent Kenya at the Cannes Lions Festival in France, widely regarded as the world’s most prestigious gathering for creative and marketing excellence.
This year’s competition features 42 creatives competing in 21 teams. Eight teams are participating in the design category, six in film, and seven in digital. Their work will be assessed by a panel of 30 industry judges. Over a 48-hour sprint, participants will respond to real-world briefs that test their ability to deliver compelling ideas, strong storytelling, and strategic execution under tight timelines.
Speaking on the renewed partnership, Christine Kariuki, Head of Mainstream Beer at KBL, said the initiative provides young creatives with exposure to global standards while opening doors for professional growth.
“As a brand deeply rooted in Kenya’s cultural fabric, we are proud to once again host the Young Lions Kenya Competition. This platform gives young creatives the opportunity to showcase their skills, benchmark themselves against global standards, and gain exposure at the world’s most prestigious celebration of creativity. Tusker remains committed to consistently unlocking opportunities for this budding talent to learn, grow, and excel in their careers.”
The partnership comes as Kenya’s creative economy continues to show its importance to national development. According to the Economic Survey 2023, the arts, recreation, and entertainment sector contributes around 5 percent of the country’s GDP and accounts for 0.25 percent of total wage employment, highlighting the value of sustained investment in talent development.
Through the collaboration, KBL aims to strengthen Kenya’s presence on the global creative stage while supporting the growth of local professionals. Winning teams will represent the country at Cannes Lions, competing against peers from across the world and showcasing the depth of Kenya’s creative industry.
The initiative also reinforces KBL’s broader commitment to supporting the wider creative ecosystem. From designers and filmmakers to musicians and storytellers, the Tusker brand continues to position itself as a partner in advancing homegrown talent and encouraging bold, original ideas that can stand alongside global work.
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