Italian denim brand Meltin’Pot has launched its new F/W 2010 campaign, which was once again created by Armando Testa, an advertising communications agency in Turin, Italy. The idea of the campaign, which will be revealed online shortly, is to view the world in a new light. Difficult situations or annoying things such as waking up too early in the morning, starting a diet or having dinner with your girlfriend’s parents, finally become the easiest things ever – but only if you present yourself in the right outfit: none other than Meltin’Pot. The campaign, which shows fascinating signs and neon installations, was shot in Rome by photographer Lorenzo Vitturi.