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Campari. The art of the product

The Campari spirit, born from the imagination of Leonetto Capiello, has just turned 100 years old. It was in fact 1921 when he appeared as the endorser of the famous brand of liqueurs in the guise of a genie of the lamp wrapped in the spirals of an orange peel. A poster so iconic that it became the very symbol of 20th century advertising graphics. The reasons for such immediate success? Cappiello’s ingenious idea of using an icon-character to embody the product, and the figure’s cheeky, tempting smile that recalls the masks of the Commedia dell’Arte. A masterpiece by the Leghorn artist Leonetto Cappiello, a true genius of European graphics, who for the first part of the 20th century delighted viewers with his silhouettes standing out against solid colour backgrounds. A rare version in museum condition will be sold at an estimate of €8,000 – €15,000.