You can call that passion, but you can't demand passion. Passion doesn't work that way. You can certainly foster this passion in your employees by giving them real buy-in, making their contributions matter, and having them benefit from the success of the project.

I'm passionate about the project I currently work for, but it's probably the first professional project ever (in 20 years) where I feel this way. And I feel this way because I was involved right from the very early start, I've got tons of context, and saw this develop from the very first prototype that I wrote to its current state. I did the job interviews for most of the rest of the team. I may only be a freelancer working for a major bank, but man do I feel a lot of ownership for this project. I love this project, but I notice not all of my team mates do. You clearly can't force or demand this kind of passion. Certainly not up-front.

I still work only 4 days a week, by the way.