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Italian illustrator Leonetto Cappiello has been described as the “Father of Modern Advertising”. He revolutionised commercial art in the early 1900s with high-impact graphics featuring eye-catching subjects, contrasting colours and backgrounds, ensuring his designs stood out.
Designed in 1921 to promote Campari for the Italian Market, this is one of Cappiello's most famous images . Featuring a clown emerging from the outer orange peel - the zesty ingredient in the Bitter Campari.
