White Elephant covered with rug; green, blue, red
White Elephant covered with rug; green, blue, red

Le Nil (Cigarette papers), 1912
Although born in Livorno, Italy, Cappiello spent most of his adult life in Paris where he became one of the most successful and prolific posterists of all time (he created more than 1000). His style is intimately bound up with the rise of modern advertising. Always bold, he focused on one irresistible image that could be absorbed in a second and remembered for a lifetime. He wrote: “Surprise is the foundation of advertising; it is its necessary condition.” “I only smoke with Nil rolling papers” is one of the classics of poster art. The company claimed that its papers were “tough as an elephant’s hide,” and that was all Cappiello needed to create an unforgettable image.
63'' x 47.1'' / 160 x 120 cm
Lithograph | Backed on Linen
ID# FRL00597
$2250
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