S4C’s Haka promo continues its winning streak, this time winning the Gold Award at this year’s Promax UK Award – the UK’s biggest television promotion and marketing event.
The sport trailer was awarded the crown in the Best Sports Promo Originated category at the ceremony in London.
The on-screen campaign was used as part of S4C’s cricket campaign to promote broadcasts of Glamorgan’s home Friends Provident Twenty20 games and highlights of Wales’ rugby tour of New Zealand.
During the trailer, the two sports combined as cricket umpires took on the famous New Zealand ritual – the Haka – with recognised umpire gestures. The Haka is used to try and intimidate some of Wales’ best-known rugby players, including Adam Jones, Jamie Roberts and Alun-Wyn Jones.
The trailer also came out on top recently by winning a prestigious sports award at the Georges Bertellotti Golden Podium Awards, held during Sportel – the International Sports Convention for Television and New Media – in Monaco. At the ceremony, S4C was victorious in the Best Sports Trailer / Teaser category.
