Size: 60.5 x 44 inches
Artist: Cappiello, Leonetto
Only Cappiello - an incredibly innovative artist for his time - could use a larger-than-life elephant as the mascot for a rolling paper company. Le Nil achieved brand awareness that has long outlived the brand itself, all thanks to the artist's brilliant use of marketing, coloring and the sheer size of the advertisement: measuring a whopping 60.5 x 44.5 inches, it is almost as huge as an elephant itself!
Leonetto Cappiello is considered to be one of the greatest posterists of his age. His approach was "always image association - the idea that you don't remember the image of the product itself, but the image of something is associated with the product ... Cappiello was the first who thoroughly understood this, and he applied it with considerable diligence in about a thousand posters." (Rennert)