Fernet Branca orgie group shooting années 70, banquet insolite sixty people having a really great time, by Michael Joseph

Photographer: Michael Joseph
Date of photo: 1971

Image size:
Width: 500 mm
Height: 400 mm

This iconic photograph was created as the centrepiece of the 1971 Fernet-Branca advertising campaign. Originally conceived as a wrap-around label for the Fernet-Branca apéritif bottle, this print has been generated from an original colour transparency which was the last of the during the development of the campaign.

According to a remarkable anecdote shared by my father, who was closely involved in the project, the image was ultimately rejected for use on the bottle. One of the clients reportedly had familial ties to the Pope, and the unexpected inclusion of topless models — introduced by my father — rendered the image unsuitable for commercial release at the time. As a result, the photograph never appeared on the Fernet-Branca label.

Despite its unconventional fate, the image went on to achieve significant recognition. It became the only photograph to be awarded a two-page spread in the British Journal of Photography Annual 1974, marking it as an exceptional work of its era.

The audacious concept captures a lavish banquet scene filled with exuberant, diverse characters, embodying the spirit of a time when such bold visual storytelling was embraced. Decades later, the image gained renewed cultural relevance when it was featured on several album covers by Funk Spectrum.

Michael Joseph’s exceptional ability to orchestrate complex group compositions is evident here. Despite its impact, the photograph was used exclusively within professional portfolios as a showcase of MPJ’s creative vision and technical mastery.

Further references:
For the Banquet Limited Edition Collection:
https://iconicimages.net/gallery/music-michael-joseph/

More on this image:

Michael Joseph’s Notorious 1971 ‘Orgy’ Advertising Campaign for Fernet-Branca