While VidCon simultaneously kicks off in Anaheim on June 19, many top-tier creators are ditching the YouTube-meets-fandom format in favor of Cannes Lions rosé-soaked networking and big-budget dealmaking. Because let’s face it: a six-figure long-term brand partnership beats a one-off promo code every time.
In other words, get out the way, Mad Men—make room for TikTok royalty.
The Cannes Lions International Festival of Creativity is officially underway, and if you’re still picturing Don Draper sipping martinis on yachts, you’re about two iPhone models behind. This year’s festival is less Mad Men and more For You Page, as content creators take center stage—and a serious chunk of the spotlight once reserved for legacy media.
“This is definitely a tipping point for Cannes—and the creator economy in the industry at large,” said Kim Larson, Global Managing Director and Head of Creators for YouTube.
And she’s not wrong. This year, Cannes Lions has gone all-in on creators:
- Submissions to the Social & Creator Lions jumped 18% year over year.
- YouTube flew in a creator A-team including Amelia Dimoldenberg.
- TikTok is sponsoring breakout stars like Adam W and Anna Sitar.
- Meta and Snap are running dedicated creator programming.
- The festival has even rebranded its “Social & Influencer Lions” to reflect the new creator-forward era, and upgraded their facilities with a dedicated content studio to support on-site production.
The pivot is more than symbolic—it’s a signal to brands and agencies that the creator economy has graduated from side hustle to the main event. Global ad revenue generated by creator-first programming is projected to hit $185 billion this year, officially overtaking traditional media for the first time. And as CMOs look to place bets that deliver both reach and relevance, creators offer something legacy media can’t always guarantee: built-in trust with a loyal, highly-engaged audience.
In short, Cannes is no longer just about the 30-second spot—it’s about the 15-second Reel, the viral TikTok, the influencer series on Snap Discover. And the creators behind them are no longer guests at the party. They’re co-hosts.
So while Hollywood may be watching Cannes for clues about the next big trends, the real story is who’s doing the storytelling—and how creators, not commercials, are shaping the future of advertising.
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