We were briefed to create the annual calendar for the clients and employees of the AOK. The calendar should focus on the “year of provision”, which then was proclaimed by the AOK.

We wanted to give people a chance to boost their health everyday, and to initiate a daily exploration with the topic and the AOK. The saying “An apple a day keeps the doctor away” seemed to be perfect for our purpose.

The month begins with 31 apples in a specialised tube made out of UVA- and UVB-resistant Plexiglas. Every day you remove one apple from the tube and eat it. The rest of the apples in the tube will move up and reveal today’s date on a calendar fastened behind the apples.

At the end of the month the tube is refilled with 31, 30, or 28 apples, and the monthly calendar behind the tube is simply replaced.

During the campaign, a total of 40,000 apples were distributed, boosting the clients’ health and preventing countless colds.

According to the AOK, the applecalendar was their most successful POS campaign ever conducted. Clients were asking for apples, thus getting involved in counselling interviews on the topic “A healthy diet is the best provision.”