Campari - Originale – “Red Passion Hour” - 1990s

An extraordinary original advertising manifesto dedicated to the famous Italian aperitif Campari, one of the most iconic brands in the history of European advertising communication.

The poster presents the evocative campaign “Red Passion Hour,” characterized by a powerful black-and-white photographic image with strong visual impact: the female face emerges from darkness with lips in a deep red, perfectly aligned with the Campari bottle which becomes almost part of the graphic composition.

The effect is extremely elegant and seductive, playing on the contrast between the deep black of the background and the bright red – the brand’s symbolic color – which immediately calls to mind Campari’s visual identity and the Italian tradition of the aperitif. The composition is minimalist but enormously powerful, typical of international advertising in the Nineties, a period in which Campari consolidated its image as a sophisticated brand linked to design and fashion.

This manifesto represents an excellent example of contemporary Italian advertising, where photography, branding and graphics fuse into a highly decorative and instantly recognizable image. Campari posters have always been highly sought after by collectors and graphic enthusiasts, thanks also to the brand’s long artistic tradition, which in the past collaborated with renowned names in graphics and illustration.

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Campari has been a great painter like Montaut: Roowy, Nevil, Campion, Aldelmo, Brie, Dufourt and Jobbe du Val, mucha alphonse, leonetto cappiello, lautrec, dudovich, cassandre, leopoldo metlicoviz, adolph adolfo hohestein, savignac, villemot, Achille luciano mauzan, gruau, jean d'ylen, gino Boccassile, duillio cambellotti, carpanetto giovanni battista fortunato depero, garretto, Seneca federico, mario gros, Mataloni, Aldo mazza, giuseppe muggiani, Marcello nizzoli



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