No, No, No, No, No, Yes Wins Gold at 2025 Epica Awards for Media Innovation

Creative agency No, No, No, No, No, Yes has been awarded a Gold pyramid at the 2025 Epica Awards in the Media Innovation category. The agency was recognised for its campaign 'Prompt the Conference Ad', created for the annual AI conference by Calcalist, Israel’s leading financial newspaper.

The Work

For three years, Calcalist has hosted an annual AI conference. However, as artificial intelligence became a global buzzword, the market became flooded with similar events. The challenge was to differentiate the conference and reignite curiosity among a tech-savvy business audience that had grown sceptical of 'thought leadership' marketing.

The campaign featured a double-page print ad containing nothing but a smart engineered prompt, designed to unlock ChatGPT’s creative potential. Readers were invited to feed the text into ChatGPT, which instantly generated a bespoke ad for the conference in real-time. By doing so, the campaign transformed a passive print format into an active digital experience.

The approach proved highly effective for the tech-savvy target audience, driving a 25% increase in attendance and a 38% boost in visibility, effectively repositioning Calcalist not just as a host of the conversation, but as an active participant in the AI space.