Cannes Lions ad festival, Viral Nation introduce Creator Pass for influencer attendees

Cannes Lions is inviting influencers to check out one of the advertising industry’s most prominent tentpoles. It has teamed up with marketing and talent agency Viral Nation to offer the Creator Pass, which will provide access to a curated slate at the upcoming 2024 edition of Cannes Lions.

The Creator Pass is based around a special two-day program that will focus on influencer marketing and other ad industry topics that are of particular interest to creators. Attendees who opt for the Creator Pass will be able to connect with representatives from agencies and consultancies while also discovering new strategies that can inform their digital marketing plans. Creator Pass holders will also gain access to the entire Cannes Lions slate; the 2024 edition of the festival will run from June 17 to June 21.

Viral Nation, which partnered with Cannes Lions to introduce the Creator Pass, is known for its work in the influencer marketing field. “As this sector continues to grow, we’ve put together a creator-focused learning experience within the Festival that will showcase the power of creator-led marketing to the biggest brands in the world and help accelerate your own skills, brand, and network,” reads a Creator Pass explainer

Executives from platforms like YouTube have been regulars at Cannes Lions for years, but the festival’s creator presence has been limited because of its overlap with VidCon. In many years, including 2023, the dates of the two gatherings have conflicted with one another. That will not be the case in 2024, since the creator community’s annual Anaheim event will not begin until June 26.

Creator Pass applications will open on April 29. Until then, potential Cannes Lions attendees can peruse more than a dozen pass types, including entries catered to brand marketers, startups, and students.