79 x 149 in./200.6 x 378.5 cm
Imp. P. Vercasson, Paris
“It is with this poster... that Cappiello firmly established himself as the master of the modern poster—if not modern advertising itself. He begins to slowly distance himself from caricature, not only in preoccupation but also in its form. With a newfound flamboyance of style and imagination, the artist pursued the posterist’s goal with a clarity and purpose that was to set him apart from all his colleagues. With this poster, Cappiello declared a new freedom from the restrictions and limitations of the previous realist and idealized realist renderings” (Cappiello/Rennert, p. 66). This image of a green lady riding a red horse was so jarring to the public eye that few could forget it; therefore, the company chose to continue using it as its permanent logo from then on. This is a three-sheet poster.