How an idea for an  AML  competition became a global sensation.


At the last US election, politics got really complicated. Donald Trump’s populist rhetoric, unconventional approach and promises to ‘Make America Great Again’ were inspiring disaffected voters to overlook allegations of racism, corruption and misogyny in favour of a new politics. His campaign also inspired concern and protest across the entire planet – including at AML.


The simple message to voters contained in Donald Trump’s name; DON’T was spotted by one of our art directors. He turned it into a ‘fake news’ poster on Twitter. Within days it was a global social media phenomenon – and later films, red campaign hats and even real-world posters. It didn’t change history, but it did become Agency Marketing Campaign of 2016.