"Remember to budget the $300 per hour for the lady who points at the word 'strategy' all day."
Not realizing that they hadn't done any of that, on November 19, 2008, the citizens of Macedonia got together and planted a total of 6 million trees -- three trees for every human in the country. Thousands of people were bused around the country to planting sites. "Just as we take care of our homes, we should take care of our planet," said one of the citizens who took part in the planting, and then "I don't know what you're talking about" when asked which ad agency had come up with that slogan.
By the way, here's how big Macedonia is compared to a chunk of the United States:
The next year, when the fires took their toll again, Macedonians had another planting day, where they put down another 6 million trees. They did it again last year, when they put down 7 million. By November 2011, they had planted 44 million new trees (with only two days of planting a year).