Heineken And Ster-kinekor Champion Young Creatives At Cannes Young Lions 2025

Heineken's sponsorship of the Cannes Young Lions competition sees two global brands joining forces to drive creative innovation. "Through the introduction of the Digital category, we aim to nurture the inventiveness of young talent while championing future-forward innovation. An approach that aligns with how we think, communicate and create," says Andrea Quaye, Marketing Director at Heineken Beverages.

Ster-Kinekor says that it has long championed the Film category. Heineken, as the official sponsor, provides an opportunity to broaden the categories. This reinforces both partners' commitment to fostering the next generation of creative talent, adds the duo. 

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

Registrations are now open for teams of two young professionals (e.g. art director and copywriter), born on or after 20 June 1994, and working in the creative, advertising, production or digital industries, the duo says.

To enter, individuals can complete the entry form for the Ster-Kinekor Cannes Young Lions Competition and email it to [email protected].

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. Entries must be submitted by Sunday, 13 April at 17:00, the duo says.

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 teams from around the world at the Cannes Lions Festival of Creativity, starting Monday, 16 June.

"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.

For more information, visit www.canneslions.com. You can also follow the Cannes Young Lions on Facebook, LinkedIn X, or on Instagram.

*Image courtesy of contributor