Although he worked for many major companies – including Fiat, La Rinascente, and Martini e Rossi – that special touch appears to have been his trademark in the advertisement posters he created for Campari in the 1950s and ’60s.
Campari was already a historical beverage brand by then: founded in Milan in 1860, it had reached the height of popularity with Campari Soda, the red aperitif packaged in an iconic bottle designed by Fortunato Depero.
Here is how Campari advertisement was commented in a 1960s’ analysis:
“The word ‘Campari’ has been represented by illustrators in a myriad different ways, and accompanied by various images of the typical bottles and glasses; it has circulated in ads of all sizes, on newspapers and magazines of every type, always with an original touch, dominated by elegant lines and vibrant hues.”
“From that single word, infinite sketches have sprung like from a firework: the sample case of labels, billboards, and drawings grows every day, making it hard – if not downright impossible – to produce a catalog, an inventory, or any classification by type, size, genre or distinction. Before our eyes, there is an increasing parade of lively inventions and sparkling and funny claims, in an astute and cheerful game of allegories.”
“An illustration of the bottle and glass is now enough to produce a particularly inviting lure, in an aura of soft and enjoyable happiness. The offer is synonymous of exquisite and sociable gallantry, whether it is made up of a simple word and claim of merit and quality, or conveyed through a series of large, artistic billboards” (translated from G. Cenzato, “Campari, 1860-1960”, Edizioni Campari, Milan).