S4C’s on-screen campaign to promote its extensive coverage of the 2011 Rugby World Cup in New Zealand has won a top prize at the prestigious European Broadcasting Union Connect Awards.
The Channel claimed the silver prize in the Best Sports Promotion category, held during the recent Eurovision TV Summit in Copenhagen, Denmark.
The promo was based on the idea of Wales taking on the rest of the world in the style of the Maori designs seen on traditional carved wooden facemasks.
The carvings from the Maori facemasks represented the opposition to the Welsh players that were featured, including captain Sam Warburton, Alun Wyn Jones, Mike Phillips and George North.
Garffild Lloyd Lewis, S4C Director of Communications, Marketing and Partnerships, says “The campaign was well received among our viewers during the thrilling Rugby World Cup and this international recognition is a reflection on the hard work and effort of our talented team.
"The European Broadcasting Union celebrates the creative services within the television industry and it’s an honour to be considered alongside Europe’s greatest talents.”
Owain Morgan-Jones, a member of S4C’s on-screen promotions team, was the director of the award-winning campaign. This is the latest in a number of prestigious awards achieved by Owain for various sports campaigns, including Sportel, Promax and the Celtic Media Festival.
Post production company Roughcollie co-developed and co-designed the campaign with S4C’s on-screen promotions team.