AOK Healthy Health Insurance

I Believe in Advertising recently featured an extremely creative brand promotion done by German advertising agency, Serviceplan.  The agency was faced with a brief to come up with a calendar that will leave a long-lasting impression of the AOK insurance provider name - as not just a great health insurance, but a healthy health insurance provider.  This extremely creative calendar is what the agency came up with based on the ever so famous saying, “An apple a day keeps the doctor away.” 

Each month the calendar begins with 31, 30 or 28 apples which are held in a tube made out of UVA & UVB resistant Plexiglas.  Every day an apple is removed and eaten, boosting the person’s health - and revealing today’s date.  Every month the tube is refilled and the calendar behind the tube is replaced, making it functional all year round.  The calendars currently hang in AOK branch offices, and so far have attracted a ton of positive reactions.  And I agree with the consensus - great idea, extremely creative, right on strategy, leaves a long-lasting impression, something everyone will remember.