AdLab's Rethink: series is about creative that is built around core and often unexpected properties of a particular medium. The first and the most popular post was about print, but I also really like billboards that give, a road that plays music, shopping bags that turn into kites, and interesting fishwrap.
Today, we continue the series with these wonderful promo calendars.
Calendars have what? Leaves. Which makes it a perfect medium to promote a leaf blower. This calendar is rigged so that its leaves fall off automatically one each day and pile up on the floor; see for yourself in a video.
The thickness (or, rather, thinness) of paper has been explored by this knife brand before, in a print ad. This calendar with a slice of onion chopped off every day is a year-long reminder of the knives' sharpness.
The least obvious property of a calendar -- that the dates match up every 28 years -- was tapped into by Italy's League for the Environment to promote recycling.
The calendars below are interesting, too, although in a different way.
This idea is built not so much around the physical properties of the medium itself as a related saying "An apple a day keeps a doctor away". A calendar with 31 real apples in a tube, for a health insurance company.
A calendar in the shape of a photo lens promoting photog's services.
And a bizarre calendar with a leaf for each of the 7300+ days (that's 20 years) of warranty that a solar panel manufacturer gives its clients.