Heineken® and Ster-Kinekor Champion Young Creatives at Cannes Young Lions 2025

Ster-Kinekor, as the official representative to Cannes Lions, is proud to announce Heineken® as the official sponsor of the Cannes Young Lions Competition for South Africa. For the first time, two briefs will be shared across two categories: Film and the new category, Digital, giving young creatives under 30 the chance to showcase their talent and represent South Africa on the global stage.

Heineken® is enjoyed in over 190 countries and the sponsorship of the Cannes Young Lions competition sees two premium, global brands joining forces to drive creative innovation and digital excellence.

“Through the introduction of the Digital Category, we aim to nurture the inventiveness of young talent while championing future-forward innovation. This is an approach that aligns with how we think, communicate, and create,” adds Andrea Quaye, Marketing Director at HEINEKEN Beverages.

Ster-Kinekor has long championed the Film Category; with Heineken® on board as the official sponsor of the new Digital category, this provides an opportunity to broaden the categories. This reinforces both partners’ commitment to fostering young creative talent.

“The Young Lions competition gives the next generation of industry superstars the chance to prove themselves while answering a brief under intense pressure over 48 hours,” says Lynne Wylie, Chief Marketing Officer of Ster-Kinekor.

Registration is now open for teams of two employed professionals (e.g. art director and copywriter), born on or after 20 June 1994, and working in the creative, advertising, production or digital industries, to sign up and register their creative intent.

To enter, complete the entry form for the Ster-Kinekor Cannes Young Lions Competition and email it to This email address is being protected from spambots. You need JavaScript enabled to view it.. The closing date for registration is Thursday, 10 April at 12:00.

The brief will be published on Friday, 11 April at 12:00 on the Ster-Kinekor website, and teams will have 48 hours to conceptualise, film, edit and deliver their entry. Entries must be submitted by Sunday, 13 April at 17:00.

A panel of leading industry experts will judge the work, with the winning team(s) announced before the end of April. They will go on to compete in Cannes, France, against other winning Cannes Young Lions teams from around the world at the Cannes Lions Festival of Creativity, starting Monday, 16 June 2025.

“When you are creating your advert, have fun. It will come across in the final film. Be brave; there are no wrong answers. It’s all about the big idea and the creative concept,” concludes Wylie.