The creative S4C on-screen trailer featuring elderly cricket umpires performing the traditional New Zealand Haka has won another award – securing a unique hat-trick.
Its latest win comes at the Celtic Media Festival, currently being held in Stornoway, Isle of Lewis, for the Marketing Campaign top prize.
The trailer was created to promote S4C’s cricket and rugby output last summer. In the promo, both sports are combined as cricket umpires took on the famous New Zealand ritual – the Haka – with recognised umpire gestures.
It featured a stand-off against some of Wales’ most prominent rugby players, including Alun-Wyn Jones and Jamie Roberts.
The Celtic Media Festival win adds to the Umpire Haka promo’s success in media awards.
The Channel has come out on top of the Best Sports Trailer / Teaser category at the prestigious Georges Bertellotti Golden Podium Awards, held during Sportel – the International Sports Convention for Television and New Media – in Monaco.
S4C’s marketing campaign then picked up the Gold Award for Best Sports Promo Originated at the 2010 Promax UK Awards – the UK’s biggest television promotion and marketing event.