This year at Cannes Lions 2025, history was made as African creators took centre stage at Cannes Lions 2025, and I am  incredibly proud to have witnessed it unfold.

Notably, Woof Studios Africa, under the inspiring leadership of Adetutu Laditan, broke new ground with a powerful session titled “Cracking the Code with Africa’s Creators.” Indeed, it wasn’t just another talk at the festival; it was the first African-led session at the LIONS Creators Forum, held on June 17 at the Creators Rooftop of the iconic Palais des Festivals. Consequently, this moment marked a turning point, not just for African storytelling, but for how the world views Africa’s place in the global creator economy.

Adetutu, a former Google marketing executive turned creative economy catalyst, is charting a bold new course through Woof Studios Africa. Clearly, her mission is to empower African creators to own their narratives, tap into global opportunities, and do it all while staying true to the continent’s unique voice and cultural richness.

Furthermore, the panel she brought together was nothing short of electric.

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From Nigeria, Ifeyinwa Joan Mogekwu of Ify’s Kitchen showed how storytelling through food can connect cultures and spark conversations. Meanwhile, South Africa’s Cent Twinz — Innocent Sadiki and Millicent Mashile — blended their entertainment background with messages of sustainability and social change, bringing real substance to the stage. In addition, Ghanaian digital artist, Israel Derrick Apeti, aka Enil Art, dazzled the crowd with his imaginative visual work, while Mpoomy Ledwaba inspired many with her entrepreneurial drive and uplifting narratives.

Together, these creators showcased the incredible range of African creativity — from Lagos to Johannesburg, Accra to Cape Town — all powered by platforms like Instagram, TikTok, and YouTube. Importantly, they’re not just participating in the global creator economy; they’re helping shape it, bringing campaigns to life that are both deeply local and globally relevant.

However, beyond the glitz, this session had a deeper message. It urged global brands to shift gears — to move beyond tokenism and start building genuine, culturally intelligent partnerships with African creatives. Considering Africa’s digital growth and a population where over 60% are under the age of 25, we’re not just the future — we are now.

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Significantly, Woof Studios’ presence at Cannes wasn’t just symbolic; it was strategic. It challenged old paradigms and asked the tough questions: Why aren’t more African voices leading global campaigns? Why do we still wait for seats at the table when we can build our own?

Adetutu said it best: “We brought our own table to Cannes.” Accordingly, with that, she didn’t just represent Africa — she redefined what global creative leadership truly looks like.

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Ultimately, this moment was a reminder to the world that African creators are not a trend. We are a force. And this is only the beginning.

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