Assicurazioni Generali S.p.A. - La raccolta dei pomidori (The picking of tomatoes)

Alongside posters, and following conventional practice, Generali also employed other mediums for advertising. One prominent example of these are calendars, popular since the 19th century and often illustrated by leading artists. One such example is the so-called wall calendars, better known as illustrated “almanacs” (as they have always been referred to in company parlance), used by Generali's Anonima Grandine subsidiary in Milan (founded in 1890). From the end of the First World War to the early 1940s, almost all of these were entrusted to the painting prowess of Achille Beltrame, famous for the vast quantity of illustrations he produced for the Domenica del Corriere weekly newspaper. Sixteen works by Beltrame have been identified (oil and watercolour), produced from 1915-1920 and from 1923-1942. These in turn provided inspiration for as many calendars. Beltrame’s paintings from 1915-1920 are dominated by references to the war, tempered by the idyllic and peaceful atmosphere of the villages and farmers; while his second series, from 1923 onwards, is dedicated in its entirety to the rural environment and various agricultural activities.