Toronto-based Starcom MediaVest Group took home top prize in the Creative category at MediaPost magazine’s Creative Media Awards in New York City last night.

SMG won for its ‘Johnnie Walker Chinese New Year’ campaign for Diageo. The campaign used branded Fai Cheuns, traditional red paper posters carrying wishes for wealth, good health, luck and success in the New Year. Pre-made and personalized Fai Cheuns were distributed outside liquor stores to members of the Chinese Canadian community, who then put them up at their homes, restaurants and businesses. Visitors could then continue inside for scotch and green tea tastings.

The campaign also included TV, radio and print advertising.

SMG beat out Minneapolis-based Fallon for Sci-Fi Channel’s ‘Tin Man’ and MindShare for ‘The Rookie’ for Unilever’s Degree antiperspirant brand.