Raymond Savignac (1907–2002)

One of the most beloved and influential poster artists of the 20th century, often described as "the man who made walls smile". Over a career spanning more than five decades, he created over 600 advertising posters for some of France's most recognisable brands, including Air France, Citroën, Michelin, Maggi, Cinzano, SNCF and BIC.

Savignac began his career as a draftsman before working with filmmaker Robert Lortac and later apprenticing under the legendary A.M. Cassandre. His breakthrough came in 1949 with the now-iconic Monsavon soap poster, featuring a cow producing soap from its udders – a witty and unforgettable image that perfectly captured his approach to visual communication.

Renowned for his humour, clarity and economy of design, Savignac believed that a poster's message should be understood in an instant. As he famously remarked, "The poster reader must understand it in a fraction of a second." His work distilled complex advertising messages into simple, joyful images that remain as fresh and engaging today as when they were first created.

Awarded both the Legion of Honour and the Order of Arts and Letters, Savignac left an enduring mark on French graphic design. Today, his posters are celebrated by collectors worldwide for their charm, originality and timeless visual appeal.