7Up UnCola “The Order Of The Day” vintage billboard poster by Simms Taback in 1971.

This giant poster is 21’ x 10’ and made of 12 separate offset #lithograph thick paper panels, each 43” wide x 59” tall - stacked 2 high and 6 wide. Each panel made at least 4 runs through the press (or 4 different rollers?) with a different press or roller operator initialing each panel to approve the calibration (alignment) - that’s at least 48 initials per billboard. They have a “rainlap” design with 1” wide white margins on the top and right side of each panel so that rain water would shed off of the top row and over the bottom row. After being pasted up outside for 30 - 90 days, the billboard would be pasted over by another billboard.

This is ONE-OF-A-KIND and is the only known copy in any size. Simms Taback also created the very first McDonald’s Happy Meal Box which is on display in the Smithsonian Museum. He later wrote and illustrated childrens books, one of which won him a Caldecott Award - the highest award given.

Learn more about Simms and this image in my “set” on Flickr:

The dark haired guy on the left flashing the #PeaceSign is Simms. He frequently included self portaits or acquaintances in his illustrations.
Grateful Dead Live at Fillmore West on 1970-08-19 : Free Download & Streaming : Internet Archive
Today in Grateful Dead history: Fillmore West 1970
Acoustic Set
Monkey & The Engineer
How Long Blues
Friend Of The Devil
Dark Hollow
Brokedown Palace
Cocaine Blues
Rosalie McFall
Wake Up Little Susie
New Speedway Boogie
Cold Jordan
Swing Low Sweet Chariot

Electric Set
Cold Rain & Snow
Me & My Uncle
Easy Wind
China Cat Sunflower->
I Know You Rider
Saint Stephen->
Sugar Magnolia
Good Lovin’
Minglewood Blues
Casey Jones
Not Fade Away*->
Turn On Your Love Light*
*with David Nelson and David Crosby