Belva Digital, WildMango earn Distinction for Innovation as new AI tool wins in global hackathon

Belva OS, also known as Belva Os - Creative Pulse, was designed during the 24-hour hackathon, powered by advertising agency PMG, held during the Cannes Lions International Festival of Creativity in France.

The prototype helps marketers analyse campaign performance, interpret emerging cultural trends, and generate creative concepts.

It responds to a growing challenge facing marketing teams by bridging access to intelligence-sourced campaign data with the creative development process, shortening concept generation and execution.

Belva Digital Founder Fred Kithinzi said the creativity tool combines historical campaign performance, cultural relevance, and brand guidelines to generate creative concepts that empower marketing strategies for brands.

"Creative Pulse bridges the gap between campaign intelligence and creative execution, enabling brands to understand why previous campaigns succeeded before creating the next one. That means better decisions, faster execution, and more impactful marketing," he said.

WildMango co-founder and Belva Digital CEO Serah Katusya said the tool will now enable marketers to enhance the creativity of their campaigns.

"This recognition validates our belief that the future belongs to solutions that combine the speed of AI with the strategic judgement and nuanced creativity of humans," she said.

"Creative Pulse demonstrates how brands can create more relevant, data-driven campaigns while maintaining human oversight at every stage."

The two teams competed against over 120 registrants across over 30 countries, among them innovators, marketers, technologists, and creative leaders, to tackle how AI can accelerate creative production without compromising strategic thinking or human oversight. 

The prototype lets brands run product drives to specific audiences, making it easier to define objectives and anchor an intelligence layer on what they want to achieve.

Belva OS sources information from social channels on what drives performance and what the human eye might be missing to generate a creative DNA anchoring on what drives engagement of a product.

France-based Christophe Conil (GEO - The Garden of Emergent Organisms) also received the same award in the category for his unique approach to solving the complex nature of the brief within a tight, single system.

Judges of the hackathon consisted of representatives from Reddit, Luma AI, Koddi, and PMG.

PMG reports that WildMango, alongside four other winners in different categories, won a share of the Ksh.64.6 million ($500,000) prize pool.