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Leonetto CAPPIELLO

(1875 – 1942)

Leonetto Cappiello became renowned during the poster boom period in the early 20th century. He transcended the poster from the street to the level of fine Art. He collaborated with the journal “Frou-Frou”, for which he created his first poster in 1901.

In 1903 he designed his poster for ‘Chocolat Klaus’ which depicts a woman dressed in green rides a red horse at a unified a black background. The text ‘Chocolat Klaus’ stands out in bright yellow. The impact of this poster was immediate – clients asked for the chocolates ‘with the red horse’. This was the beginning of modern publicity and the comprehension of its techniques.

By transgressing the artistic traditions of the Belle époque, he liberated the poster from its constraints and declared the arrival of a totally new direction that would transform graphic art during the 20th century.
Cappiello’s method was based on the visual surprise: the poster’s image visually leaps out and easily attracts the attention of passersby. He used characters, animals, clowns or masked faces contrasted in a colorful or black background to sell many products. Often the chosen figure was not related with the product. His style was to use a strong starting concept, together with dominant lines, curves and intense colors.

From 1901 to 1939, Cappiello produced nearly 550 posters for French, Italian, Spanish, Portuguese and Swiss companies, which have became mythical in poster history.

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Cachou Lajaunie, Antinicotino indispensable a los fumadores

1900

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Le passé de la comédie française

circa 1900

CHF 375.–

Corset le Furet maintient mais ne comprime pas

1901

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Chocolat Klaus

1903

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Paquet Pernot, Pratique, Avantageux, Conservation assurée, Biscuits Pernot

1905

CHF 6200.–

Biscuiterie Union dans toutes les bonnes épiceries - Produit de suralimentation

circa 1906

CHF 1480.–

Maurin Quina, Le Puy

1906

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Maurin Quina, Le Puy

1906

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Cognac Pellisson Père & Co.

1907

CHF 1090.–

Angelus, Liqueur des Salésiens de Dom Bosco

1907

CHF 630.–

New

Cognac Pellisson, Père & Co

1907

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Cognac Pellisson, Père & Co

1907

CHF 2250.–

Fernet-Branca, Fratelli Branca Milan, le Roi des Amers

1909

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Cinzano, Vermouth Torino

1910

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Biscotines Union

circa 1910

CHF 1400.–

Cinzano Vermouth Torino

1910

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Chambéry Reynaud, vermout blanc

circa 1910

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Omega

circa 1910

CHF 120.–

Bénédictine, La grande liqueur Française

circa 1910

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Bière du Fort-Carré, anno 1544

circa 1911

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Bière du Fort-carré, Bock Diamant, anno 1544

circa 1911

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Persil économise le linge, blanchit par l'oxygène sans brûler

circa 1911

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Agua de Vilajuiga

1912

CHF 1620.–

Je ne fume que le Nil, papier à cigarettes

1912

CHF 3360.–

Zenith

circa 1912

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Société française de munitions de chasse, de tir et de guerre

circa 1912

CHF 960.–

Papier à Cigarettes JOB, création 1912, Cappiello 228

circa 1915

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Le fumeur avisé ne fume que le Nil

circa 1915

CHF 90.–

Les pansements "La Croix-Soleil"

1919

CHF 770.–

Je ne fume que le Nil

circa 1920

CHF 100.–

Cachou Lajaunie

1920

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Chocolat Klaus, Bouchées assorties

circa 1920

CHF 330.–

Cinzano, le meilleur apéritif

circa 1920

CHF 375.–

Campari Cordial liquor

circa 1920

CHF 1820.–

New

Banque Nationale de Crédit, Emprunt National 1920

1920

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Chocolat Klaus

circa 1920

CHF 330.–

Le Nil, Je ne fume que le Nil, papiers à cigarettes

circa 1920

CHF 190.–

Champagne de Castellane, Epernay

circa 1920

CHF 95.–

Panamose Thermometer rend un vêtement neuf

circa 1920

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Campari. Bitter Campari, the small orange peel

1921

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Campari, Bitter Campari, the large Orange Peel (Jester)

1921

CHF 9700.–

Campari. Bitter Campari, the medium Orange Peel (Jester)

1921

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Campari. Bitter Campari, the small orange peel (Jester)

1921

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Campari. Bitter Campari 1921, Orange peel

1921

CHF 7850.–

Campari. Bitter Campari, the medium Orange Peel (Jester)

1921

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Crémant du Roi, Veuve Amiot, grands vins mousseux

1922

CHF 3930.–

Parapluie-Revel, Lyon France

1922

CHF 85.–

Contratto Champagne

1922

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Contratto champagne

1922

CHF 4200.–

Vodka Relsky

circa 1925

CHF 2960.–

Vodka Relsky

circa 1925

CHF 1270.–

New

Contratto, Cannelli, vermouth

1925

CHF 390.–

Le Thermogène combat toux, grippe, douleurs rhumatismales

circa 1925

CHF 90.–

Vodka Relsky

circa 1925

CHF 1970.–

Bourdou, grand quinquina apéritif contre les fièvres

1926

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Cognac Monnet

1927

CHF 8350.–

Le bas Revel, Lyon

1929

CHF 2500.–

Chocolat Frigor

1929

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il Themogène genera il calore e guarisce: tossi reumatismi lombaggine ecc.

1929

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Nitrolian, sec aussitôt peint, Bruxelles

1929

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Parapluie Revel, Lyon

1929

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Parapluie Revel

1929

CHF 215.–

Parapluie Revel, Lyon

1929

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Florio et Cinzano, les meilleures apéritifs

1930

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Le café Martin

circa 1930

CHF 95.–

Margarine Axa, garantie fraiche

1931

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Buvez du vin et vivez joyeux

1933

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Grand beurre de Normandie, Gautier carton publicitaire

1933

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Toblerone (création 1932)

1933

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Baudin, la cuisinière des cuisinières

1933

CHF 1770.–

France

1937

CHF 1220.–

Frankreich

1937

CHF 875.–

Toujours bien coiffé, O CAP mousse - lave - coiffe - parfume

circa 1938

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Chapeaux Mossant

1938

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Chapeaux Mossant

1938

CHF 3300.–

Chocolat Klaus depuis 1856

circa 1940

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Le fusil Darne

1948

CHF 1260.–

Conserves Barbier Dauphin

1948

CHF 1200.–

Le thermogène engendre la chaleur et combat: toux et rhumatismes, 1949 late autorized edition

1949

CHF 850.–

Le Thermogène engendre la chaleur

circa 1949

CHF 770.–

Liquor Relsky

circa 1950

CHF 140.–

Vermouth Martini, second authorized edition

circa 1957

CHF 1220.–

Cappiello, Musée d'Art et d'Histoire - Genève 1962

1962

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