60 Years Feinmetall: People. Power. Passion.

On the occasion of the 60-year anniversary of the company, FEINMETALL cast a spotlight on its key brand values “People. Power. Passion” over the course of the year. The aim was to strengthen identification with what the company stands for and to turn employees into active brand ambassadors. what when why designed an employee event with a clear dramaturgical concept that was based on participation, emotionality and long-term effectiveness.

The central guiding idea was the specially composed company song “One Step Further”, which served as a framework in terms of content and design. The event followed a three-tier structure: After the surprising live premiere of the song, 500 participants took the helm themselves in groups – divided between singing, e-guitar and drums. Under the instruction of professional coaches, within just a few hours a shared performance emerged that culminated in a final music video shooting. The event took place in a former steel smithery that transformed creatively over the course of the event – from a traditional stage situation to interactive rehearsal rooms and a central shooting setting.

The campaign was accompanied by a cross-media rollout. The song was performed and recorded again at the international sites by voluntary brand ambassadors, to then be integrated into the final video. The aim was to anchor the message “People. Power. Passion.” worldwide – combined with digital content and employer branding initiatives. The anniversary year culminated in the publication of the collective music video.