Campaign Concepts Tool

Explore the Creative Range of Your Idea.

What's This Board For?

The Campaign Concepts board takes a big brand idea or platform and turns it into multiple campaign-ready expressions. Whether you’re going for simple, cheeky, culturally sharp, or participation-led, this board helps you explore how the same idea can stretch into different campaign styles — all aligned with your brand.

🎥 Want a quick tour before diving in? Watch the Campaign Concepts walkthrough here.

How to Use It

1. Feed the machine. Drop your campaign idea or insight into the input boxes — use both, just one, or leave them blank to let the tool roam. Make sure your Brand Profile is up to date with tone, target audience, and a solid proposition to help guide the outputs.
2. Spark some magic. Click Spark and let the tool serve up a mix of campaign ideas — each one shaped by your inputs and Brand Profile.
3. Explore the angles. Each Spark returns campaign concepts across different styles — from Simple and Fun to Cultural Commentary and Participation. Don’t stop at one hit — Spark again to stretch the idea further.
4. Pin the gold. Scan what comes back and Pin the strongest directions — the ones that feel on-brand, unexpected, or just plain doable.
5. Play with the variables. Adjust the Randomness Bar to loosen things up or use the Exclude field to cut clichés. Both are great for pushing into new creative territory.

Understanding the Output

Each Spark gives you a set of campaign concepts, each framed in a different creative style. These help you explore the same core idea through multiple lenses — from big, bold executions to playful, people-powered formats.

Here’s what you’ll see:

Simple & Beautiful Idea: Clean, clear, and instantly graspable — but with elegance or emotional lift.

Perfect for brand moments that need to land simply and stick beautifully. Great for print, OOH, or stripped-back storytelling.

Fun Idea: Light, playful, unexpected. Designed to disarm and entertain.

Perfect when your brand can afford to be light, human, and not take itself too seriously.

Ingenious Idea: Smart, clever, or creatively ambitious.

These are the clever twists — ideas that use a medium in a surprising way or flip a tension on its head. Think "why didn’t I think of that?"

Cultural Commentary Idea: Tuned into the now — what people care about, argue about, or meme about.

These ideas tap into wider societal or pop-cultural currents. Great for brands that want to start (or shift) conversations.

Participation Idea: Built for interaction, co-creation, or a sense of collective energy.

Designed to be picked up, played with, and passed on. From challenges to community moments — this is where the audience becomes part of the idea.

→ Use these lenses to stretch your brand idea across campaign directions, pitch platforms, or creative territories.

Heads Up

• Don’t take every output at face value — pick, push, and polish
• Use the Exclude field to avoid repetitive or generic concepts
• Inputs matter — make sure your campaign idea and insight are dialled in

Pro Tips

• Refine your Brand Profile first. Clearer inputs = sharper, more on-brand concepts
• Mix up your inputs. Tweak tone, audience, or idea to see how the direction shifts
• Pin and build. Drag your best concepts into boards like Execution Generator or Concept Machine to develop them further

Now go make a campaign that actually lands. 🎯