Woof Studios Africa, led by Creative Economy Catalyst Adetutu Laditan, achieved a historic milestone at Cannes Lions 2025. Their session, Cracking the Code with Africa’s Creators, marked the first African-led presentation at the LIONS Creators Forum on June 17. Held on the Creators Rooftop at the Palais des Festivals, it showcased Africa’s vibrant storytelling and creative potential, redefining its role in the global creator economy.

African Creators Make History at 2025 Cannes Lions

Adetutu Laditan

Adetutu Laditan, a former Google marketing leader, drove this landmark moment. Her vision at Woof Studios Africa empowers African creators to shape global narratives and land lucrative economic opportunities. She emphasized Africa’s unique cultural depth and youthful energy, positioning its creators as leaders in the creative industry, ready to forge authentic partnerships with global brands.

Ifeyinwa Joan Mogekwu

The panel featured an extraordinary lineup of African creators, each embodying the continent’s vibrant creative spirit. Ifeyinwa Joan Mogekwu of Ify’s Kitchen brought culinary storytelling to life, demonstrating how food can bridge cultures. South Africa’s Cent Twinz (Innocent Sadiki and Millicent Mashile)  showcased their pan-African influence, blending entertainment with social impact and sustainability. Ghanaian visual artist Israel Derrick Apeti popularly known as Enil Art captivated the audience with his digital creations, while South African entrepreneur Mpoomy Ledwaba, inspired with her motivational narratives. Together, they illustrated how African creators are leveraging platforms like Instagram, TikTok and YouTube to craft globally resonant campaigns that remain authentically local, challenging stereotypes and redefining Africa’s creative footprint.

Cent Twinz, Innocent Sadiki and Millicent Mashile

The session explored how brands can collaborate with African creators for purpose-driven campaigns, and cultural intelligence. It highlighted Africa’s digital infrastructure and tech-savvy youth as key drivers of creative innovation, offering a blueprint for brands to engage with this dynamic market. With the continent’s rapidly growing digital infrastructure and a population where over 60% are under 25, African creators are uniquely positioned to influence global trends.

Israel Derrick Akpeti

Woof Studios’ presence at Cannes Lions 2025 was more than a milestone, it was a call to action. The session challenged industry leaders to rethink their engagement with African creators, not as a trend but as a necessity for future-proof marketing strategies.  

Mpoomy Ledwaba

By bringing her “own table” to Cannes, as Laditan poignantly stated, she has not only spotlighted Africa’s creators but also redefined what global creative leadership looks like. Her work is a testament to the power of vision, cultural pride, and strategic innovation in transforming industries and narratives. The world is finally paying attention, and this is only the beginning. 

Photo Credit: Bronac McNeil for GLG Communications