Campari's impish mascot by Leonetto Cappiello turns 100

The impish Campari mascot, created by Leonetto Cappiello in 1921, celebrates its centenary. The character, a genie-like figure wrapped in orange peel volutes, became a advertising star alongside Cappiello's Pierrot. Cappiello pioneered the 'character-idea' in advertising, embodying the product without didactic representation. The imp's cheeky smile and cunning nature evoke Commedia dell'arte's Zanni, fostering audience empathy. Campari's avant-garde collaborations with artists and designers later included Fortunato Depero. To mark the centenary, the original poster and related items are sold on the Fondazione Sonia e Massimo Cirulli online store until November 26, 2021, with a 25% discount using code MANIFESTI21. Cappiello (born Livorno, April 9, 1875; died Cannes, February 2, 1942) revolutionized European poster art after Chéret. He debuted in Paris as a caricaturist for Le Rire, created his first poster Frou-Frou in 1899, and later worked for Gobelins and Beauvais. He produced over 3,000 vibrant posters with silhouettes on solid, often black backgrounds. Notable works include Livorno-stagione balneare (1901), Corset de Furet (1902), Mele (1907), Cinzano (1910), and Bitter Campari (1921). He participated in the Venice Biennale in 1914 and 1922, and in 1939 at the Exposition de l'Affiche at the Conservatoire des Arts et Métiers in Paris and the Exposition des Arts Décoratives de Paris.