Strategic Video Production: Giving Accessibility a Voice

Case Study: How a Talking Trophy Drove Record Video Engagement

Client: Centre for Accessibility Australia (CFA)

Project: The Australian Access Awards needed greater visibility and engagement to encourage more nominations and attract sponsors.

Challenge:  When the Centre for Accessibility Australia (CFA) needed to amplify their 2025 Australian Access Awards, they faced a common challenge: how to make a critical social issue feel urgent and engaging to a broad audience. Our solution was to give the award a voice, literally. This case study breaks down how we transformed a trophy into a character, creating a humorous and highly effective campaign that smashed industry benchmarks and brought national attention to the importance of digital accessibility.

Solution: We knew a standard corporate call-to-action wouldn’t resonate. The conversation around accessibility can often feel technical or overly serious. Our “aha” moment came when we decided to flip the script entirely.

Instead of talking about accessibility, what if we let it speak for itself?

This led to our core creative idea: transform the award trophy from a static object into a charismatic, fourth-wall-breaking character. By using humour and a direct, personal invitation, we aimed to make the cause feel relatable, urgent, and deeply human.

Production Process: With a clear concept and a smart budget, we embraced creative resourcefulness. The campaign was brought to life through a light-hearted narrative starring the trophy itself, who comically ‘recruits’ a CFA staff member to help with the mission.

• Character-Driven Script: The snappy, energetic dialogue gave the trophy a personality that was proud yet playful, making an important message accessible and entertaining for everyone.
• Authentic Production: We filmed on-location at the CFA office, directing their own passionate team members as talent. This grounded the comedy in real-world authenticity.
• Dynamic Editing: To add energy and context, we intercut the character-driven scenes with fast-paced visuals of past winners and sponsors, showcasing the award’s prestige.

Results:

The campaign wasn’t just creative—it delivered outstanding, measurable results. The talking trophy didn’t just speak; it resonated, capturing attention and driving significant action.

• Massive Reach: Over 425,000 impressions across Meta, LinkedIn, and YouTube in just three weeks.
• Exceptional Engagement: More than 122,000 full video views, with an incredible 56.11% watch-to-completion rate on YouTube—proving the content truly captivated viewers.
• Cost-Effective Performance: The campaign achieved a low $0.80 cost per landing page view on Meta, maximising the client’s budget for incredible ROI.

Conclusion:

Beyond the metrics, the work successfully elevated the conversation around digital accessibility, bringing new eyes and vital support to a cause that matters.

Studio Orange Production Team & Credits