Leonetto CAPPIELLO (1875-1942) Painting ITA, 1932 Mixed media. Mounted on canvas. Dated and signed upper right. (Restorations, missing parts, stains, rubbing and water spots). 194.5 x 130 cm For paintings, the great poster campaign of the interwar period was Loupot's Valentine. As was the fashion, he invented a little cubing character that also served as a logo. Such were not ITA's ambitions... The brief (as we say in advertising today) had to be that their products were easy to use for a private individual without requiring any precautions. Which is why, against a backdrop of rainbow colors, Cappiello depicts a man dressed as he would be in the city - he's taken off his jacket but kept his tie. He didn't see fit to put on a smock... It's probably careless, but the message is there: ITA is easy to use, requiring no special protection! To the best of our knowledge, this project, although very successful, was never published.