Kenya’s umbrella body of creative agencies; the Advertising Practitioners’ Association (APA) hosted the first ever Young Creatives’ Hackathon last weekend.
The creative hackathon brought together 25 creatives between the ages of 21-30 years old, to crack a brief on an iconic Kenyan brand- Tusker Lager.
While the brief was simple, “Re-ignite Tusker as a modern icon of national pride”, the task was immense! The teams, which paired creatives from agencies, corporate or freelancers, had less than 48 hours to crack the brief.
The set up was Nairobi Garage, a co-working space that provided the right environment for the task at hand.
The teams received coaching and development support from the mentors, who are the top creative leads in Kenya – Max Ngari, Emuron Alemu, Jason Bruckner and Sam Kihanya.
22 of the 25 teams managed to crack the brief and had 3 minutes to present, pitch style to the panel of judges that included: Max Ngari, Emuron Alemu, Jason Bruckner, Joe Njeru, Vicent Llopis, and led by EABL’s Head of Media Futures and Digital, Waithera Kabiru, as the Chief Judge.
A shortlist of 10 emerged,representing the teams that had demonstrated: 1) a clear idea that was relevant to the target audience and focused on delivering the objective, 2) an execution that was aligned to the creative idea and brings it to life, and finally, 3) an idea that was unique and offered something new/different/outside of what would be the expected norm within the brief.
The top 3 winning teams further demonstrated that their ideas not only addressed Tusker Lager’s needs today but were future-proofed. In the end, the top three were::
- In 1stplace, Team “ Koko Iko” – Stephen
- Kiprono and Mutwiri Njagi
- In 2ndPlace, Team “Please Find Attached” – Angela Njagi and Nevile Hawala
- In 3rdplace, Team “Spirit” – Josephone Ng’ang’a and Martin Sasia
The winning team, “Koko Iko” has won an all-expenses paid trip to Las Vegas, USA to attend the Creative LIAsions this October. The Creative LIAisons is a programme fully-funded by LIA for young creatives, that provides them with expertise, insight, new professional networking opportunities, and the chance to observe judging in the judging rooms all the way through to metal discussions. No other Show does this.
London International Awards (LIA) is a global festival that was CREATED for CREATIVES. LIA stands for great creative ideas and execution, and is proud to assemble the best talent every year to honour creativity and new ideas in Advertising, Production, Digital, Design, Health & Pharma, Music & Sound, Technology and Branded Entertainment. Listed as one of only five global shows in the WARC Creative 100 Ranking, LIA is rapidly rising to become one of the industry's most important shows.
The 3 winning teams will have the opportunity to present their ideas to the EABL Marketing Leadership Team and explore further engagement. Congratulations to the winning teams!
