Creativity Shines in Times of Crisis: Werner Schmid’s Anniversary Campaign Wins Four Awards

Werner Schmid GmbH, which specializes in metalworking, plastic injection molding, and toolmaking, has been honored with four prestigious business awards. Through a special initiative marking its 75th anniversary, the company demonstrated its creativity during challenging times and showed exceptional commitment to and appreciation for its employees.

Due to the COVID-19 pandemic, a large celebration with all employees was not possible in the anniversary year of 2021. As a result, the company opted for an alternative approach and, together with the advertising agency creart, developed a very special internal campaign that succeeded in making the anniversary memorable, expressing appreciation for the employees, and creating a moment of anticipation each month during these uncertain times.

Starting in May — the month the company was founded — and continuing through December, all 280 employees of Werner Schmid GmbH received a monthly, elaborately and individually designed gift that emphasized regional ties or a strong connection to the company. The selection of gifts reflected the essential elements of a “typical” anniversary celebration — in particular, good food, a toast together, and a look back at the company’s history. A deliberate combination was chosen of consumable regional specialties and keepsake gifts that would serve as lasting reminders of this special occasion for years to come.

Creative ideas, such as a company quiz and a company memory game developed in-house, brought the company’s history to life in a unique way. High-quality regional products — ranging from Rhoen Praline to Schlitzer Distillery and the Beerenobstgemeinschaft, as well as a self-published cookbook featuring recipes from local restaurateurs — demonstrated the company’s connection to the region. The company’s 20-year commitment to supporting people with disabilities was also reflected in products from the antonius network.

This creative approach was recognized with a total of four prestigious corporate awards. As early as November 2021, the project won the “German Agency Award” in the “Business-to-Employee” category. The German Agency Award recognizes particularly creative content and design in advertising and communication campaigns.

In mid-May 2022, the project was honored with a Golden Stevie Award in the “Best Event for Internal Recognition and Motivation” category. “As the saying goes: Necessity is the mother of invention. This example shows what’s possible and how much joy you can bring. That’s what makes a good, appreciative employer. Worth emulating and exemplary,” said the jury of the German Stevie Awards. In addition, Werner Schmid (as it did in 2019) won the Golden Stevie Award in the “Company of the Year – Manufacturing/Production” category. The German Stevie Awards are the most diverse business awards in Germany and have been held five times since 2015.

Just two weeks later, Werner Schmid was already celebrating his next award: At the “Talent Attract” HR marketing conference, the anniversary project was awarded the silver prize for “Best Employer Brand 2021/2022” in the “Hidden Champion” category. The “Best Employer Brand” award is presented annually by the Austrian Employer Brand Managers Club and Symbiosis, an agency specializing in brand building.

Last but not least, on June 9, 2022, Werner Schmid was named a “Winner” of the German Brand Award in the category “Excellence in Brand Strategy and Creation – Branded Activities During COVID-19.” The German Brand Award is presented by the German Design Council and the German Brand Institute. With over 1,200 submissions, it is one of the most coveted awards in the German marketing industry and is intended to honor successful brands, brand management, and brand communication.

Werner Schmid’s management team was delighted with the numerous awards: “We put a lot of work and passion into this anniversary celebration and were already very pleased with the exceptionally positive feedback from our staff,” said Matthias and Joachim Hauß. “We’re very proud that our project has now also won four different awards.” The management is particularly pleased that several of the awards are aimed at an international audience, meaning they were also able to impress international juries. “This shows that even small and medium-sized businesses don’t have to hide when compared to the rest of Europe if they approach their work with creativity and passion,” said the managing directors.