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| May 15, 2021

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Great Lengths: The Great Italian Journey 

Great Lengths: The Great Italian Journey 
Sam Robinson

Inspired by the cultural experience of the 19th century, the new Great Lengths campaign  recalls the time artists from Northern European countries ventured to Italy for its warm  light, bright colours and most of all, its ancient heritage and tranquil lifestyle.

A Tribute

The  campaign title is a tribute to the German Goethe’s masterpiece, “Italian Journey”, a  best-selling travel literature classic, telling of 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 beauty and one of the liveliest European cities. Finally,  reaching an urban labyrinth, where colourful folklore is still alive whilst at the same time,  an artistic rebirth is taking place. 

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The Story

The 5 sleek women wander the city through its loud markets. They meet the  warm-hearted local people; they gaze across the stunning architecture of the ancient  centre until reaching the beautiful beach of Mondello. Their elegant beauty stands out  against the baroque setting, their hair styles are the discreet protagonists, with its  invisible fullness. Their contemporary outfits with bold patterns create a contrast with the  rich décor of the environment.     

A Real Journey

Their experience is not only a real journey, but also a dreamy one. Like in a movie, they  instantly travel from one place to another, highlighting symbols of the Sicilian identity:  the pomegranate, meaning wealth and joy, and marbles, a traditional children’s 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 derived exclusively  from ancient Southern Italian 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. 

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Cheerful Time

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 a retro look & feel. The enhancing of everyday, natural, personal beauty goes on. And it’s still “Hair Like  You”.

For more information on the brand, visit Great Lengths Hair here