Global creator agency Billion Dollar Boy and its platform for creators, FiveTwoNine has launched a fund to help independent creators attend flagship advertising events across the globe.

The Creator Fund’s first initiative is a partnership with Cannes Lions to provide 20 creator passes to the festival. A tangible investment to not only help close the divide between brands and creators, but ensure that independent creators can have a seat at advertising’s top table. A Creator pass to Cannes Lions usually costs around £1,000.

The no-strings-attached pass (winners will have no obligations to Billion Dollar Boy at the festival) will be judged by industry leaders.

To ensure a fair and inclusive selection process, Billion Dollar Boy and FiveTwoNine have assembled a diverse and independent jury of industry leaders in the creator economy who are passionate about supporting the next wave of creative talent. The judges include Nishma Patel Robb, Founder and CEO of the Glittersphere; Aisling Conlon, International Trade Director at the UK’s Advertising Association; and Dom Smales, Co-Founder of GloMotion Studios. 

By removing financial barriers, the fund aims to invest in the next generation of creators set to lead the future of the advertising industry.

Open to US and UK-based creators, applicants must have over twenty thousand followers on their primary social media platform and/or constantly post creative content.

Applicants must ‘push boundaries’ with original content and constantly evolve their creative approach to content. They must also be seeking to attend Cannes Lions for the first time to further their professional development 

Becky Owen, Global Head of FiveTwoNine and Global CMO of Billion Dollar Boy, explained:

“Creators set trends, shape culture, and define what’s next for the advertising industry, yet they’re often missing from the spaces where industry decisions are made.”

She continued: “Creators deserve a seat at the table, and that’s why we’ve launched The Creator Fund. Our mission is to dismantle financial barriers that prevent talented creators from attending key industry events, starting with Cannes Lions. After introducing Creator Lions last year, the Cannes Lions International Festival of Creativity represents a great opportunity for creators to grow their knowledge, expand their professional networks, explore potential brand collaborations, and learn from industry leaders. Entry to the festival can be cost-prohibitive - especially for independent creators who would benefit from attending.” 

Frank Starling, Vice President and Chief DEI Officer at Lions, added: “This fund is an investment in the creators poised to lead the industry's future - the next generation of creative directors, brand owners, entertainment leaders and more. Our goal is to ensure the evolution of the advertising industry is driven by the most innovative and forward-thinking creators.”

He continued: "If we want a truly inclusive industry, we need to start by breaking down the barriers that keep talent out of the room. Creators aren’t just content makers - they are culture shapers, and, too often, they’re excluded from the very spaces where decisions about the future of our industry are made. The Creator Fund is about changing that. It's a step toward enabling access, and making sure creators are part of the conversations that shape the industry they help build."

Creators can submit their application via a form to The Creator Fund for Cannes Lions here and the application deadline is April 15, 2025.