The not so fantastic photoshopped tattoos here depict endangered species on the backs of a man and a woman, with the line: "It's never too early to save your back". The product, chairs that help you hold a better posture, is hidden away all Cannes-like in the corner.

It might work better in Italian, but seems a long walk for a ham sandwich here.

Client : Variér Furniture Agency : Alch1m1a ADV, Milan Creative Director & Art Director : Raul Riccardo Pisani Copywriter : Maria Sevignani Photographer: Natalini-Bellocchio