In 1921, two poster titans - Leonetto Cappiello and Achille Mauzan - organized a world-class joint exhibition in Milan. They both were prodigies - Cappiello became the king of the poster in Paris in the early 1900s while Mauzan created a staggering 1500 silent movie posters in Milan. Once Mauzan turned to product advertising in 1920, his approach was clearly influenced by Cappiello -- but his style, if it could be imagined, was considered zanier and more shocking, often including eye-catching electric color.
Mauzan created this irresistible poster for a wine maker a year after his exhibition with Cappiello and reveals his close affinity to Cappiello more than most of his work. The caricature of an old man hiking up his robe while squishing grapes is unforgettably playful, while making the point that Bonomelli’s old recipes are still respected. Fantastico!