We were tasked with visibly challenging and tangibly demonstrating the Siemens values. We also had to objectively engage employees with the Siemens company values.We had to make the strategy credible by authentically putting the values into a real-life context whilst emphasizing the business relevance of those values.

Siemens employees, customers and business partners were interviewed on camera about their authentic view on the values of six areas of the globe: India, USA, Germany, Brazil, Hong Kong and South Africa. The Production period was October till December 2008. The film music also illustrates the tri-fold values theme by a contrapuntal canon composition. The link to the film produced would be disseminated amongst Siemens employees.

Production kicked off in September 2008, the film crew shot material at six stop-overs across the world looking at the work Siemens has been taking part in and assisting.INDIA: Several teams of physicians are on the road in Mobile Clinics powered by Siemens to ensure the health care of the rural population in India.SOUTH AFRICA: Siemens supported the state-owned electricity utility company Eskom in building the first state-owned power plants after the apartheid.BRAZIL: Siemens initiated the DUAL project which focuses on training younger generations in technical professions; enabling them to start their careers in the factory in Jundiai.

USA: The Siemens GREEN Affinity Network aims to establish eco-friendly processes across the company and exchange ideas for sustainable commitment.GERMANY: Strategic planning tool which aligns the research and development activities of the company strategically and sustainably.

HONG KONG: Commissioned by Cathay Pacific Airlines, Siemens Mobility builds one of the largest cargo terminals in the world at Hong Kong Airport.Postproduction sorted end edited material.After the film was made, it was sent to all 430,000 employees as a link in the 2009 New Year’s greeting mail.

When CEO Peter Loescher sent the 2009 New Year’s greeting mail to all 430,000 employees with a link to the values film, click rates in the following 15 minutes temporarily brought the corporate Intranet server down. The film was also shown at the annual shareholders meeting to 10,000 participants in January 2009 and received very good feedback.The motto of the film “We say it, we mean it” is a quote from an employee stating how all employees around the globe live up to the values and fulfil them every day.