Raul de Caldevilla – Dream Posters

In January 2018, the Sociedade Nacional de Belas Artes (SNBA) in Lisbon hosted "Raul de Caldevilla – Dream Posters" (Cartazes de Sonho). The show was promoted by the Portuguese Academy of Cinema (APC) in partnership with the Museum of Advertising, the Cinemateca Portuguesa, and the SNBA, bringing together one hundred of the finest posters and designs by Raul de Caldevilla. Born in Porto to Spanish parents (1877–1951), Caldevilla worked as a vice-consul in Cádiz and a commercial agent in Latin America before becoming a trailblazer of professional advertising in Portugal — creating advertising films, producing documentaries, and writing the screenplay for the first film about fado. The posters on display spanned from 1914 through the 1940s and revealed Caldevilla's pioneering use of humour, multimedia campaigns, and outdoor advertising, with critics noting that the exhibition made a compelling case for the importance of preserving and archiving advertising heritage.