In short: Read them properly and pick the one you would defend in a meeting.
A concept is the idea underneath the campaign, not a headline. It is what makes a set of assets feel like one thing rather than several.
Protaigé builds options from your brief and brand, and the one you choose shapes the copy, imagery and layouts that follow.
Read the whole thing
Each concept comes with its thinking, not just a line. The reasoning is what tells you whether it will hold up across a dozen assets.
Pick for the audience, not for yourself
The concept that appeals to you and the one that lands with the persona are not always the same.
Change your mind early if you are going to
Because everything downstream inherits from the concept, switching later costs more than switching now.
Once chosen, the concept carries through hero copy, imagery and every format in the kit.
Last updated 12 August 2026
