What do you need right now?
Creative strategy powered by the patterns, biases, and psychology behind the world's best work.
What are you trying to change about your market?
Think about the shift you want to create — not the product, but the change in behaviour, perception, or category.
Who is the one person this needs to change for?
Be specific. A real human being — their job, their tension, their current belief, and why they're hard to reach.
How bold are you willing to be?
Choose the level of creative risk. Higher boldness = more disruptive concepts, more likely to polarise.
Your Brief
Paste your brief, write one from scratch, or start from a template below.
X-Ray
Paste your brief and concept. Council scores it against 650 Cannes winners, finds the weak points, and tells you exactly how to fix them.
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Competitor X-Ray
Paste a competitor's campaign. Council breaks down why it works, where it's vulnerable, and gives you three ways to beat it.
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Reference Library
Settings
Set up your AI connection and customize how Council works.
Council generates ranked creative concepts from business briefs, grounded in the structural patterns of 650 Cannes Lions Grand Prix and Gold winners (2016–2025).