Impressed by the must-do cultural expertise of 19th century, the brand new Nice Lengths marketing campaign remembers the time artists from North European nations used to return to Italy for its heat gentle, vivid colors and, most of all, for its historical heritage and funky life-style. The marketing campaign title is definitely a tribute to the German Goethe’s masterpiece “Italian Journey”, a best-selling journey literature traditional, telling the candy magic of the lemon-trees land.
EVERYDAY, NATURAL, PERSONAL BEAUTY
This extremely aspirational story is about 5 girls, coming from each nook of the world, to find the Sicilian ambiance, flavours, traditions and hidden gems. They discover Palermo, a treasure of historic stratification, one of many liveliest European cities and at last an city laboratory, the place a vibrant folklore continues to be alive whereas, on the identical time, a creative rebirth is going down. The 5 modern girls wander the town, its loud markets, they meet the warm-hearted native individuals, they gaze throughout the gorgeous structure of the historic centre till reaching the gorgeous seashore of Mondello. Their elegant magnificence stands out within the baroque setting, their hair seems are the discreet protagonists, with its invisible fullness. Their modern outfits with some daring patterns create a stunning distinction with the wealthy décor of the setting.
A REAL JOURNEY, BUT ALSO A DREAMY ONE
Like in a film, they immediately journey from one place to a different, highlighting some symbols of the Sicilian identification: the pomegranate, that means wealth and pleasure, and the marbles, a conventional youngsters’ recreation. The 5 characters uncover distinctive locations, just like the eclectic and sudden Chinese language Palace, or the Casa-Museo Stanze al Genio, a museum internet hosting 5000 glazed tiles coming completely from historical Southern Italy palaces.
A DEEPLY EMOTIONAL EXPERIENCE…
The sound of the accordion additionally takes them to the Opera dei Pupi, a conventional theatre – declared a part of the Unesco Intangible Cultural Heritage Listing. Strange time and area disappear, giving start to a deeply emotional expertise, the place recollections of a cheerful time prior to now soften with an countless current. The graphic and musical decisions spotlight this facet by giving the narration a contact of retro look & really feel.
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YOUR INVITATION TO THE GREAT ITALIAN JOURNEY: SCROLL DOWN TO WATCH THE VIDEO!
Inventive Route & Storytelling: Alessandro Molinari & Elisa Barbieri
Movie Director & Photographer: Alessandro Molinari
Inventive Director: Rossano Ferretti