Leonetto Cappiello

A supersized Italian advertising poster circa 1922 for Campari.

• Leonetto Cappiello (French, 1875–1942).
• Paper backed with linen.
• This work is presented unframed.

Leonetto Cappiello was an Italian and French poster art designer and painter, primarily known for his work in Paris. He is often referred to as "the father of modern advertising" due to his innovative approach to poster design.

Cappiello was born on April 9, 1875, in Livorno, Italy. He later moved to Paris, which was the center of the art world at the time. Cappiello's unique style revolutionized the field of advertising by incorporating bold colors, simplified forms and humorous or striking imagery. His posters captured the attention of the public and effectively promoted various products, making him a sought-after designer during his time.

Throughout his career, Cappiello created a significant number of iconic posters for various industries, including food and beverages, entertainment and travel. His distinct style and ability to convey messages in a simple yet compelling manner made him one of the most influential poster artists of his era.

Founded in Milan in 1860 by Gaspare Campari, by 1920, the first of the iconic Campari cocktails were invented and the same year, Campari began to incorporate art and design into their brand working with some of the most celebrated poster designers of the day: Leonetto Cappiello, Marcello Dudovich, Adolf Hohenstein and Marcello Nizzoli.