Fundació Vila Casas
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CONTEMPORARY ART - EXHIBITIONS - Temporary contemporary art exhibitions

“Cigarrillos París” and modern advertising

15/10/2021 - 02/01/2022
Espais Volart, Barcelona

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The Olot entrepreneur Manuel Malagrida i Fontanet (1864–1946) founded the most important tobacco company in Argentina. One of the secrets of his success was the use of innovative advertising strategies, and his most famous campaign was the international poster competition to publicize Los Cigarillos París (The Paris Cigarettes).

The Cigarillos París poster competition was announced in December 1900, with a prize fund of 22,000 francs – in the current day equivalent this amount that has never been equalled since – and a total of 31 prizes. Most of the original prize-winning entries, created by the world’s best designers at the time, were kept at the Museu Comarcal de la Garrotxa, in Olot.

This exhibition, co-organized with Museu de la Garrotxa aims to explain the language of advertising in the early twentieth century through its display of the most significant poster entries to the competition – and also of photographs, prints, clothing and design objects and products – and how this medium, thanks to its unique iconography, reveals realities from the period such as conditions for women, social classes, childhood, progress or the myth of the city of light.

Exhibition curated by Ricard Mas

Related publications

“Cigarrillos París” i la publicitat moderna
Available Online