Perrier c'est fou... 1979

Bursting with motion and saturated color, this celebrated Perrier poster from 1979 captures Bernard Villemot at his most exuberant. A whorl of stylized figures—outlined in bold, ribbon-like strokes—spins across the composition, each hand triumphantly raising Perrier’s iconic green bottle. The rhythm of their limbs becomes pure graphic energy, a visual echo of the brand’s sparkling effervescence. The hand-lettered slogan “c’est fou…” (“it’s crazy…”) tilts into the scene like a cheer, sealing the poster’s sense of playful abandon.

Perrier’s collaborations with top illustrators produced some of the most recognizable commercial art of the 20th century, and Villemot was their star. Renowned for distilling form to essentials, he built images from sweeping silhouettes, high-contrast palettes, and perfectly judged negative space. Here, the flat, velvety background pushes the carnival of color forward, while the unmistakable bottle shape—rendered with minimal detail—anchors the brand with effortless clarity.

Printed as a large, vibrant color poster in 1979, Perrier – c’est fou… exemplifies the late golden age of French advertising graphics, when visual wit and elegant reduction ruled the streets. For collectors, it offers the trifecta of desirability: a major international brand, a signature image by one of France’s great poster masters, and a design whose joyous, kinetic spirit feels as fresh now as the day it was pasted to the kiosk.

Advertising - Gastronomy - France

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