The Cannes Lions International Festival of Creativity says it will double funding to provide €2m worth of complimentary passes to underrepresented talent and underserved communities through its Equity, Representation and Accessibility (ERA) Pass, which returns for a second year in 2025.

Frank Starling, chief DEI officer of Cannes Lions, said to date, the festival’s funded opportunities have reached creatives in 46 countries globally. “We recognize the importance of creating equitable access to [the festival], and this is why we’re prioritizing increased representation from the Global South to support a greater range of voices and perspectives from the region at the Festival,” Starling said in a press release announcing the funding boost.

Applications for the ERA pass are open now and will close on Dec. 5. The 72nd edition of the festival will take place from June 16–20, 2025, in Cannes, France.

With submissions into the Cannes Lions Awards opening on Jan. 16, other changes to the awards program were announced this week.

A new initiative – Country Pavilions – will launch at the festival next year to drive greater global representation of countries at Cannes Lions. This global village will provide countries with the opportunity to showcase local creativity on the global stage, promote creative economies and serve as a hub for learning sessions, as well as benefit from cross-country networking, according to Cannes Lions. A dedicated content stage will accompany the pavilions at the festival.

Additionally, the Social & Influencer Lions have been renamed the Social & Creator Lions to recognize creators’ increasingly important role. Research Nester recently estimated that the creator economy market size is estimated to surpass $600 billion by the end of 2036. New categories added to the Social & Creator Lions focus on creators and the work they’re specifically producing for brands. Aligning with this, Lions Creators – a bespoke learning experience for the creator economy – will return to the Festival for a second year.

Other changes to the Lions include the addition of a sub-category to celebrate long-term brand platforms. The sub-category will sit across multiple Lions and recognise brand platforms that show long-term effectiveness in building brand equity, fostering loyalty and delivering measurable business results through continuous, creative communication efforts.