Trade Union JHL scoops a double win at Edit Awards: “Someone will take care of it” is the best magazine ad and magazine campaign of 2022

Trade Union JHL’s impressive campaign (Someone will take care of it) got even more prestige and honour. This time, it landed the first place in two categories at Edit Awards organised by the Finnish Magazine Media Association.

Now, “Someone will take care of it” is also the best magazine ad and magazine campaign of the year 2022. Trade Union JHL’s campaign, which has already earned accolades, was awarded with these two new merits at the Finnish Magazine Media Association’s annual Edit Awards on Thursday 26 May 2023.

The jury’s motivations for the magazine ad category:

– The emotional implementation makes you stop and tells you everything you need to know already at first glance. Although you can only see a pair of gloves, there’s a person at the centre. The ads raise the self-worth of public and welfare sectors’ professionals and make this important work visible. 

Although you can only see a pair of gloves, there’s a person at the centre.

How the jury motivated the award in the magazine ad campaign category:

– The campaign managed to resonate with young people who have a critical attitude to trade unions, and the number of JHL members increased thanks to it. The impacts to people’s image and awareness of JHL bear witness to carefully designed interfaces and understanding the strengths that various channels have. Great campaign as a whole!

Great campaign as a whole!

“Someone will take care of it” was implemented in cooperation with advertising agency NORD DDB Helsinki, media agency OMD Finland and production company Lucy Loves Stories.

The campaign has previously been awarded with, say, the title of Movie Commercial of the Year 2022. Additionally, it placed among the top three at the prestigious Effie Awards. The campaign also received the “Vuoden hopeahuippu” award in the “Nuoret luovat” (Young creatives) category of Grafia’s creative design competition.