To launch the all new Sony Cyber-shot DSC T77, Sony had created a competition open to college students. Me and my team had come out an idea to highlight the main feature which is the thinness of this camera by using belts.
From the poster, the camera is tight up by a belt without slot in to the the hole, it's obviously show you how thin the camera is, so do you still need a belt? Press ad, there are two belts with broken hole beside the camera, it's show the camera is thinner if you look the belt from left all the way to the camera at the right. Besides we did a t-shirt and packaging design for this campaign as well.