Così fan tutti. 1974–1983 brings together more than 1,300 previously unpublished portraits from the private archives of Giusi D’Orsi and Jean-Pierre Maurer, created for the iconic Bevo Jägermeister perché advertising campaign. Conceived by the GGK Düsseldorf agency and introduced in Italy in 1974 by GGK Milano for entrepreneur Karl Schmid, the campaign became a landmark in Italian advertising culture.

Running for over a decade, the project stood out for its use of ordinary people instead of celebrities, reflecting an innovative and highly recognizable visual strategy. Inspired by the German Unikat Kampagne, each advertisement was designed to appear only once, giving every portrait a unique and unrepeatable presence.

The book revisits the work of Maurer, the campaign’s photographer, and D’Orsi, responsible for selecting the participants, offering a rare insight into the making of the advertisements and their relationship with Italian society between the 1970s and 1980s. Beyond documenting a celebrated campaign, the archive also reflects on identity, self-representation and the act of appearing in public.

Published with the support of the Autonomous Province of Bolzano and in collaboration with Foto Forum Bolzano, the project accompanied an exhibition presented across the city through public posters, video installations and online platforms in 2021.