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What a wonderful idea to create the Leonetto Cappiello International Prize for young and not-so-young poster artists to glorify Tuscan wine.
This competition commemorates the birth of my grandfather 150 years ago, and his legacy in creating the foundations of modern advertising. Throughout his life as a poster artist, from 1900 to 1942, he never ceased to follow the evolution of art until his death. I’m sure he would have embraced the spirit of this prize: to create a poster for the twenty-first century in the “Cappiello spirit”.
Some have already tried. For example, for the brand’s centenary, Campari asked Ugo Nespolo to create a new ‘Spiritello’. I hope that many candidates will enter the competition to continue.
Wine was one of the themes that Cappiello dealt with the most. How can you find new ideas on a subject that is so commonplace? He drew his inspiration from the devils of hell, from Roman mythology with Bacchus and the fauns, from the Commedia dell’arte with Harlequin, Pierrot or Colombine…, from the history of kings and emperors like Julius Caesar to show exceptional wines.
Finally, when he ran out of ideas, he drew on his imaginary world of fantastic animals, of which he alone possessed the secret: long-beaked waders, multicoloured birds, agile and powerful leopards, astonishing zebras, not forgetting some very pretty women with whom we always share the most pleasant moments.
I can’t wait to see the poster designs from the competition entrants. I hope they find ‘The’ good idea that will help them win.
From 1900 to 1940, Cappiello designed many iconic posters. He revolutionised the field of advertising by incorporating bold colours, simplified forms and striking images with a touch of humour. The Catalogue raisonné of Leonetto Cappiello shows how he became the ‘father’ of modern advertising.
Today, his works can be admired in many museums around the world: in Paris: Musée des Arts décoratifs, BnF, Musée Carnavalet, Musée d’Orsay, in Lyon: Musée des Beaux-Arts, in Treviso in Italy: Museo Nazionale Collezione Salce (Treviso – Italy), in New York: MoMa, in Amsterdam: Stedelijk museum, in Cambera : National Gallery of Australia, … and in temporary exhibitions organised on a regular basis. The Catalogue raisonné of Leonetto Cappiello provides an overview of his prolific career and an appreciation of the extent of his influence on the art of the poster.