A GOOD MAN

TitleA GOOD MAN
BrandOULULAINEN REISSUMIES / FAZER BAKERY
Product/ServiceOULULAINEN REISSUMIES RYE BREAD
Category E02. TV & VOD: Fiction & Non-Fiction
Entrant FOLK FINLAND Helsinki, FINLAND
Idea Creation FOLK FINLAND Helsinki, FINLAND
Production FOLK FINLAND Helsinki, FINLAND
Credits
Name Company Position
Tommi Laiho Folk Finland CEO
Paula Orre Folk Finland Creative Director
Lilli Loiri-Seppä Folk Finland Copywriter
Tuomas Myllymäki Folk Finland Art Director
Pia Dahlman Folk Finland Account Director
Johanna Murtomäki Folk Finland Producer
Susanna Kasurinen Folk Finland Production Artists
Miika Hyvärinen Folk Finland Production Artists
Jan Nyman Freelancer Freelancer
Timo Montonen Valve Media Creative Editor
Jenni Riutta Freelancer Camera Assistant
Minna Sorvoja Freelancer Freelancer
Tiia Vestola Freelancer Freelancer
Noora Pöyhönen Fazer Bakery VP Marketing & Portoflio
Laura Siltanen Fazer Bakery Senior Brand and Portfolio Manager
Sirpa Korpela-Nevalainen Fazer Bakery Senior Manager, Customer Dialogue & Online
Annika Paakkinen Fazer Bakery Digital Content Producer
Taina Lampela-Helin Fazer Bakery Communications Manager

Write a short summary of what happens in the film

Authenticity and rectitude are the core values of Finnish rye bread Oululainen Reissumies (the product name literally means ‘a man who roams’). We wanted to bring these attributes to the center of our campaign, and the end result was a short documentary film ‘A Good Man’. We called 35 Finnish people – men, women and children – to an audition. The people only knew that they were coming to a casting session and they would be talking about relationships. What they didn’t know was that we would ask them: ‘Who is the most important man in your life and why?’. The topic of relationships and love is hard for Finns, but when the camera started rolling, people opened up in unexpected way: the documentary shows people’s true reactions and answers.

Cultural/Context information for the jury

Finns are often perceived as glum – talking about relationships, showing emotions is hard for us. This stems from the trauma caused by the Finnish Civil and the World Wars: many men came home broken, and couldn’t express their emotions. This has affected the Finnish parenting culture, even today, dads in particular. Finnish fathers still appear to be distant and demanding. At the same time, studies show that Finnish men don’t feel to be appreciated in their everyday lives. Reissumies is an iconic rye bread brand. Authenticity and righteousness are the core values of Reissumies, and they resonate now more than ever. Women’s rights have been the talking point. But Reissumies believes that true equality includes talking about men and the role of men in our society too: it’s important to show Finnish men affection and warm feelings – that’s the only way they feel safe to do it too.