Great Lengths Universal’s latest campaign features elegance and beauty against the backdrop of Italian heritage and culture. Creative directed by Alessandro Molinari, Elisa Barbieri and Rossano Ferretti, the new 2020 global campaign is titled, “The Great Italian Journey” and is a colourful and elegant display. As indicated by the title of the campaign, the aspirational collection of photographs and videos feature five women on a journey through Italy, discovering the Sicilian atmosphere, flavours, and traditions. Each of the five woman have an individual style and beauty that has been enhanced with Great Lengths. The contemporary and varied personal beauty, hair style and personality of each woman become stand out features against the Baroque backdrop.
The Palermo setting is an incredibly fitting location for this collection; Italy plays a huge part in the Great Lengths story. Great Lengths Hair Extensions were founded in Italy in 1993 and our extensions are made there with pride to this day. Our production facility is located in the town of Nepi, near Rome. By producing our extensions here, Great Lengths ensures our value of quality and ethics are upheld, with a working environment that respects human rights, local traditions and all standards of ethics.
This Italian identity is a big piece of the Great Lengths’ culture, and with its warm light, bright colours, strong heritage and tranquil lifestyle, it’s also a beautiful backdrop for the photography of this campaign.
In this campaign you’ll discover the hidden gems of the Sicilian atmosphere, flavours, and traditions; loud markets, warm-hearted local people, and stunning architecture. You’ll also see symbols of the Sicilian identity, such as the pomegranate, representing wealth and joy. You’ll see unique places, like the eclectic and unexpected Chinese Palace, or the Casa-Museo Stanze al Genio, a museum hosting 5000 glazed tiles derived exclusively from ancient Southern Italian palaces. And of course, you’ll see beautiful hair.
Through each episode of, “The Great Italian Journey,” the five women explore hidden gems of Italy, giving a taste of the “Dolce Vita”, the good life, while sporting elegant and minimalist hairstyles created by the artistic team.