Inspired by the must-do cultural experience of 19th century, the new Great Lengths campaign recalls the time artists from North European countries used to come to Italy for its warm light, bright colors and, most of all, for its ancient heritage and cool lifestyle. The campaign title is actually a tribute to the German Goethe’s masterpiece “Italian Journey”, a best-selling travel literature classic, telling the sweet magic of the lemon-trees land.
This highly aspirational story is about five women, coming from every corner of the world, to discover the atmosphere, flavours, traditions and hidden gems of Sicily. They explore Palermo, one of the liveliest European cities for its historical reputation and colourful folklore. The five women wander the city, exploring its loud markets, meeting warm-hearted locals, admiring the stunning architecture of the historical centre until reaching the beautiful beach of Mondello. Their elegant beauty stands out in the baroque setting, making their voluminous hair styles the discreet protagonist. Their contemporary outfits with bold patterns create a surprising contrast with the rich décor of the environment.
Like in a movie, they instantly travel from one place to another, highlighting some symbols of the Sicilian identity: the pomegranate, meaning wealth and joy, and the marbles, a traditional kids’ game. The 5 characters discover unique places, like the eclectic and unexpected Chinese Palace, and the Casa-Museo Stanze al Genio, a museum hosting 5000 glazed tiles coming exclusively from ancient Southern Italy palaces.