Cinzano Vermouth Ad - Circa 1910

Leonetto Cappiello, an Italian and French poster art designer and painter, who mainly lived and worked in Paris occupies a unique niche in poster lore: he virtually invented the modern advertising poster. With a highly respected, long-established firm from his native country endorsing his unorthodox approach to advertising, he was now universally honored as a pioneer of the new bold wave of product publicists.