10 Winning Strategies for African Agencies at Cannes Lions 2025

By Anietie Udoh

For years, African creative agencies have struggled to gain significant recognition at Cannes Lions, the world’s premier festival for advertising and creativity.

The challenge isn’t just about making great work—it’s about creating campaigns that meet the festival’s evolving criteria: innovation, human insight, commercial effectiveness, and cultural relevance. By studying the key takeaways from Cannes Lions 2024, African agencies can develop a strategic approach to stand out on the global stage.

Here are critical strategies to help African agencies finally break the ceiling and secure major wins at Cannes Lions 2025.

1. Prioritize Creative Work That Solves Business Problems
Gone are the days when purpose-driven campaigns alone could dominate Cannes. Today, jurors are rewarding campaigns that not only inspire but also deliver tangible business results. African agencies must move beyond awareness campaigns and develop ideas that drive measurable change—whether in revenue, customer engagement, or brand loyalty.

Actionable Tip:
Ensure every campaign has a clear “before and after” impact. Use data to demonstrate how the work has transformed a brand’s market position, customer behavior, or industry standards.

2. Tell Authentic African Stories with Universal Appeal
Africa has a wealth of unique narratives, but to win at Cannes, these stories must connect with audiences beyond the continent. Campaigns should be deeply rooted in African culture while maintaining themes that resonate globally.
Actionable Tip:
Blend African storytelling with universal human emotions—hope, humor, struggle, triumph. Reference how campaigns like Nike’s “You Can’t Stop Us” or Apple’s “Shot on iPhone” used culturally specific insights to create a global impact.

3. Simplicity Wins
Some of the most awarded campaigns at Cannes are strikingly simple. Overcomplicating ideas with excessive details can dilute their impact. African agencies should focus on crystal-clear messaging, ensuring their work is instantly understandable and memorable.
Actionable Tip:
Aim for “instant clarity.” If a concept can’t be explained in a single sentence, refine it further. Think of Coca-Cola’s “Recycle Me” campaign—just two words, yet it carried a powerful message.

4. Embrace Humor and Playfulness
African advertising often leans towards serious and emotional storytelling, but Cannes juries are increasingly rewarding humor. Funny, lighthearted campaigns are breaking through because they offer relief and joy—something audiences crave.
Actionable Tip:
Create work that makes people smile. Test humorous concepts and see how they perform in different cultural settings. Look at past Cannes-winning ads like “The Moldy Whopper” or “The Swedish Number” for inspiration.

5. Leverage Technology, But Keep It Human-Centric
African agencies must integrate AI, AR, and data-driven storytelling, but technology should serve creativity—not overshadow it. The best Cannes-winning campaigns use tech to enhance the emotional power of a story, not just for the sake of novelty.
Actionable Tip:
Instead of merely showcasing new technology, find ways to use it to solve real-world African challenges. For example, a campaign that uses AI to bridge language barriers across Africa could be both innovative and socially impactful.

6. Craft Award-Winning Experiences, Not Just Ads
Winning at Cannes isn’t just about TV spots or digital ads—it’s about brand experiences. Agencies need to think beyond traditional formats and create immersive, participatory campaigns that engage audiences in unique ways.
Actionable Tip:
Design campaigns that people can interact with—whether it’s a live event, an experiential activation, or a social media-driven movement. The most successful campaigns don’t just tell stories; they invite audiences to become part of them.

7. Diversity and Representation Matter—Internally and Externally
Cannes Lions has been shifting towards celebrating diverse voices. African agencies must not only tell diverse stories but also ensure their creative teams reflect a mix of perspectives. This diversity will help craft campaigns that feel more authentic and resonant.
Actionable Tip:
Actively collaborate with African filmmakers, musicians, and artists who bring fresh perspectives to advertising. Take inspiration from work like Google’s “Real Tone” campaign, which tackled racial bias in photography technology.

8. Invest in High-Quality Production and Craftsmanship
While African agencies often have budget constraints, poor production quality is a major reason why many African entries fall short. Jurors at Cannes expect high production values, attention to detail, and flawless execution.
Actionable Tip:
Work with the best directors, cinematographers, and designers available. If budget is a constraint, focus on a few high-impact projects rather than spreading resources too thin across multiple campaigns.

9. Enter the Right Categories
Many African agencies submit great work but fail to win because they enter the wrong categories. Understanding the nuances of each category is critical. For example, a campaign might perform better in Brand Experience & Activation rather than Film or Outdoor.
Actionable Tip:
Study past winners in each category and align your entries strategically. Seek advice from Cannes Lions alumni or jurors who understand category dynamics.

10. Start Early and Prepare for Global Recognition
Winning at Cannes isn’t just about making great ads—it’s about positioning them correctly. African agencies must start planning their Cannes entries well in advance, ensuring their work is strategically crafted for global recognition.
Actionable Tip:
Begin working on Cannes-worthy campaigns now. Engage international consultants, test your work with diverse audiences, and refine it based on global feedback.