Title | A GOOD MAN |
Brand | OULULAINEN REISSUMIES / FAZER BAKERY |
Product/Service | OULULAINEN 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
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.