Photographer: Michael Joseph
Date: 1971
Image : W: 490mm H : 320mm
Mount: 700mm 500mm
This iconic image served as the focal point of the renowned 1971 Fernet-Branca advertising campaign. Originally intended as a wrap-around label for the Fernet Branca apéritif bottle, this specific print is a test proof for the photograph. However, due to a fascinating anecdote shared by my father, who was closely involved in the campaign, involving one of the clients having familial ties to the Pope and some unanticipated inclusion of topless models introduced by my father, the picture never saw the light of day on the bottle label.
Remarkably, despite its unconventional origins, this image earned a distinguished place in history, being the sole photograph granted a two-page spread in the British Journal of Photography Annual 1974. The audacious concept behind the photograph, depicting an exuberant scene of diverse individuals reveling in the moment, aimed to capture the spirit of the era when such depictions were embraced. Interestingly, the image found renewed relevance three decades later when it was featured on multiple album covers by Funk Spectrum.
Sold with an off-white mount, this is an authentic Cibachrome print, aka Ilfochrome photographic printing process – ie very high quality glossy print, with a thin black border, and this one is still in amazing condition for it’s age.
The Cibachrome technique is no longer used as the chemicals that are employed are highly carginogenic. The photographer has signed the mount aswell as the rear of the actual picture.
