In Africa and the Middle East, the Loeries have been rewarding creativity for 40 years. It's the region's premier award show that recognises and rewards creative excellence in the advertising industry. And we were tasked with creating a campaign that went out to the industry, and encouraged entries.

No is a word we’re used to hearing as a creative. But, no matter how many times we’ve been rejected, we keep going. We spend our lives waiting for that elusive three-letter word that makes it all worth it - yes. The ultimate yes, being from the judges of the Loeries Creative Industry Awards.

The question is - How many nos does it take to finally get a yes?