El Toro de Osborne is a more-than-familiar sight in Spain. Each giant bull is a four-storey silhouette (or ‘bullboard’), and over 90 of them are spread across the country, though they cluster around Alicante on the Mediterranean coast and El Puerto de Santa María in Andalucia. The latter is the home town of both the Osborne wine and spirits company, and the artist Manolo Prieto, who was originally commissioned by the brand to design a symbol for its Veterano brandy in the 1950s.
Prieto had a history of depicting bulls in his design work of the 1940s and 1950s, producing a series of bullfighting vignettes, Toros en El Puerto (Bulls in the Port) in 1955. By the time Osborne approached him to work on a campaign for ...