L'Ufficio Moderno and Advertising

Advertising issues were of fundamental importance from the start, in part due to the arrival of new collaborators who were experts in advertising graphic design, Dino Villani and Nino Caimi. In 1928, the Italian section of the “Ecole Supérieure de Publicité Pratique” was set up within the magazine. From then on, talented young people from the school and emerging advertising artists created the magazine covers. The collective campaign for Italian beer was widely used. The campaign’s slogan, "chi beve birra campa cento anni" (“people who drink beer live 100 years”), appeared in many issues of L’Ufficio Moderno in the early '30s.

The collective campaign for Italian beer in the pages of L'Ufficio Moderno. Biblioteca Bocconi.