At the end of the nineteenth century, Generali began investing in agricultural insurance, particularly sheaves of grain (wheat, barley, rye and oats).

This type of insurance cover was represented by one of the most effective symbols in the insurance advertising sector: the wheat stalk. It represents not only the fruit of investment in insurance, but also the insured object itself.

The poster was designed by one of the greatest poster artists of the last century: Marcello Dudovich. The artist spent a decade working with Generali from the mid-twenties, and his was a prolific career filled with collaborations, assignments and initiatives that brought him success as an illustrator of magazines, books, sheet music and postcards, not to mention as a painter.