Munich-based ad agency Serviceplan created this calendar to leave a lasting impression for their client (AOK, a health insurance provider) as a “healthy” health insurance provider.

The month begins with 31 apples in a plexiglass tube; each day when you remove an apple from the tube and eat it (as the saying goes, “an apple a day…”), the rest of the apples in the tube move to reveal the date on a calendar fastened behind the apples.