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DISCOVER THE HISTORY
OF A WORLD-RENOWNED BRAND

ORIGINS OF ONE OF THE WORLD'S MOST ICONIC ADVERTISING CAMPAIGN

CREATED IN 1956

More than 60 years ago Osborne commissioned the Azor advertising agency to publicise its Veterano brand of brandy. The designer, Manolo Prieto, created the iconic Osborne bull in 1956 that has since become a recognized part of the Spanish landscape. In the years that followed, José Antonio Osborne and José Luis Gómez Bermúdez toured around Spain looking for the perfect sites for the more than 200 Osborne bulls placed. The very first billboard , 4 metres high and made of wood, was placed in 1957 in Cabanillas de la Sierra (Madrid). Four years later in 1961, a 7-metre high bull was erected, made of sheet metal to better withstand weather conditions, and eliminating the white horns that had appeared in the original design, to become the iconic structure that we know today.

ROADSIDE ADVERTISING LAWS: KEY DEVELOPMENT IN THIS HISTORY OF THE BRAND

SIZE INCREASE FROM 7 TO 14 METRES HIGH

A law was passed in 1962 requiring that all advertising be 20 metres in distance from Spanish roadways. As a result, the iconic Osborne bull increased in size from 7 to 14 metres high. Years later, in 1974, another law required all advertising to be moved to a distance of 50 metres, so yet again the Osborne Bulls were moved further back.

SOCIAL MOVEMENT TO SAVE THE BILLBOARD ADVERTISING

MAKING THE OSBORNE BULL PERMANENT

In 1988 yet another law was passed prohibiting all advertising visible from the motorways and the surrounding areas. Following citizen-led social pressure, and opposition from artists and intellectuals, the Spanish supreme court issued an exemption in 1997 to the Osborne bull for, among other reasons, being integrated into the Spanish landscape. The current Osborne bull map includes a total of 92 in Spain.

A NATIONAL TRADEMARK ALSO REGISTERED IN 176 COUNTRIES AROUND THE WORLD

GLOBAL PRESENCE OF THE OSBORNE BULL

The image of the Osborne bull in Spain is widely recognized of course, but it is also recognized internationally. An Osborne bull has recently been installed in Japan and others decorate the landscape of countries as varied as Denmark and Mexico.

MUCH MORE THAN JUST A SYMBOL

THE OSBORNE BULL REPRESENTS CULTURE, SPORT, AND SOLIDARITY

The recently inaugurated Toro (Bull) Gallery displays the history of the brand, as observed on both national and international roads, but also as appears in movies such as Jamón, Jamón (Ham, Ham); in the shoes of Rafael Nadal when winning the Davis Cup in the year 2000; and as highlighted by many great artists, such as Alejandro Sanz, Juan Duyos, Miguel Palacios… all had their own interpretation of the iconic Osborne bull. What’s more, the Osborne Foundation works with many community engagement projects, focusing in particular on youth training and entrepreneurship, in addition to the conservation of the world-renowned Osborne heritage.

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