Stigu is an award-winning advertising copywriter who is sworn to singlehood. Ella is a department store salesperson whose longtime dream is to start her own clothing store. When they meet in a gym cafeteria, Stigu falls head over heels for Ella. But to his surprise, all she wants from a relationship is good and regular sex – no commitment, not even Facebook friendship. Stigu plays along until they’re assigned to the same project: designing an advertisement for the Family Federation on sustainable relationships. It seems like mission impossible since Ella doesn’t believe in the whole concept and Stigu knows nothing about it. But on a journey anything’s possible, and as they delve into the secrets of relationships, Ella and Stigu venture into Finnish summer at its most beautiful, a place where men and women go to show their worth: The Wife Carrying Contest in the Savonian heartlands.