The Cannes Lions advertising festival announced it has partnered with Viral Nation, a marketing and talent agency, to launch the Creator Pass for its 2024 event this June. The new offering aims to cater to the influencer marketing industry by providing creators with access to a curated two-day program and networking opportunities.

The Creator Pass grants attendees entry to the “Lions xChange,” enabling one-on-one connections with decision-makers from global brands. Participants will also have exclusive access to the “Rooftop Creator HQ” and “The Creator Excursion,” where discussions will address creator-specific needs and challenges.

A full day of creator-centric content is scheduled on the Terrace Stage, covering topics relevant to the influencer marketing space. Additionally, Creator Pass holders gain full access to the Cannes Lions Festival from June 17 to June 21, including award shows, talks, networking events, and brand activations along the Croisette.

“Creators are a driving force of creativity and a big part of how the industry is progressing,” the Cannes Lions announcement reads. “This year, we welcome creators to share their vision and contributions to the global advertising industry.”

The Creator Pass targets creators and their teams seeking to expand their craft and partner with brands, as well as independent creator marketing agencies, consultants, and talent agencies looking to unlock new business opportunities, according to Cannes Lions.