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 colours 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 5 women, coming from every corner of the world, to discover the Sicilian atmosphere, flavours, traditions and hidden gems. They explore Palermo, a treasure of historical stratification, one of the liveliest European cities and finally an urban laboratory, where a colourful folklore is still alive while, at the same time, an artistic rebirth is taking place. The 5 sleek women wander the city, its loud markets, they meet the warm-hearted local people, they gaze across the stunning architecture of the historical centre until reaching the beautiful beach of Mondello. Their elegant beauty stands out in the baroque setting, their hairlooks are the discreet protagonists, with its invisible fullness. Their contemporary outfits with some 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, or the Casa-Museo Stanze al Genio, a museum hosting 5000 glazed tiles coming exclusively from ancient Southern Italy palaces.
The sound of the accordion also takes them to the Opera dei Pupi, a traditional theatre - declared part of the Unesco Intangible Cultural Heritage List.
Ordinary time and space disappear, giving birth to a deeply emotional experience, where memories of a cheerful time in the past melt with an endless present. The graphic and musical choices highlight this aspect by giving the narration a touch of retro look & feel.