Hiding behind a fictional underground animal rights activists called L.I.N.K.S. we unleashed the “Save the Martens” campaign through a complex network of activities: www.kunespasi.org (www.savethemartens.org) website, street actions, leaflets, posters, viral movies, spams and trolling and radio guerilla. The main goal of all activities was attracting public attention to the upcoming L.I.N.K.S. manifesto which was revealed in a big demonstration on Zagreb's main square and simultaneously on the kunespasi.org website: “Save the martens. Buy the cheapest hardware from LINKS computer shop.”

The sales results in the next months exceeded the client and agencies’ wildest expectations. Direct to consumer sales increased 44% and retail sales increased 46% for laptops, while for desktop computers direct to consumer sales were up 81% and retail sales jumped to an incredible 100%. We don't have any kind of data for brand perception, but here are some of the target group’s reactions: “crazy commercial awesome :)”, “the commercial ruuuuuuules! respekt”, “jesus, I haven't seen something that good in a long time! respect! :)”.