The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Self-Promotion
Annual ID
OS_CP17072M
About the Work
Amid the rhetoric and complicated issues in the run-up to the US election, we saw a prime opportunity to promote AML. As the agency that creates simple ideas for complicated businesses, we created a cross-platform campaign that revealed the simple advice to voters contained in Donald Trump’s name – DON’T. Our initial poster ad gained millions of views online, becoming the most-shared story on The Poke, topping Imgur’s most-viral chart and staying as the lead story on Adweek in the USA. Our DON’T video and Trump campaign cap DM amplified our message, gaining twice the huge exposure of the poster and getting AML noticed by a lot of media commentators and marketing decision-makers. It also won the ‘Best Agency Marketing’ award at the Oystercatchers Club awards, where judge Keith Moor (CMO for Santander) was quoted in Campaign praising AML’s “single-minded approach to what the agency would deliver for a client.”
2017 Awards
Total Points: 5
Merit
Credits
Agency
AML Group / London
Art Director
Stephen O'Neill
Creative Director
Richard Germain
Executive Creative Director
Ian Henderson
Related Awards
