• by Staff Writers , September 5, 2008

Finalist - Creative

Brian Chan, strategy supervisor

Reaching a minority audience requires a working knowledge of their customs, traditions and language. So Starcom had its hands full when it was given six weeks to put together a Canadian campaign tied to the Chinese New Year. It took the familiar iconography of the Johnnie Walker print campaigns and produced a one-on-one experience for its consumers with individualized Johnnie Walker-branded New Year's "Fai Cheun" - greetings recognized equally by Chinese of all ethnic backgrounds. The agency set up calligraphy stations inside Canada's highest trafficked Chinese areas, where models wished consumers a happy new year on behalf of Johnnie Walker. As a gift, a renowned Chinese calligrapher interviewed consumers and produced a personalized Fai Cheun greeting for them. More than 110,000 Chinese-Canadians visited the calligraphy stations, and sales jumped more than 40 percent. You couldn't wish for a better New Year's gift.