In October 2003, the Guardian newspaper serialised extracts from Michael Moore’s book 'Dude, Where’s my Country'? this brief was aimed at making people aware that this was happening. The target audience was primarily those interested in current affairs with a predisposition to the editorial slant of both Moore and The Guardian. By provoking a reaction, rather than imparting facts, the ‘flag burning’ creative aimed to also provoke audiences outside of those interested in reading Moore in a conformational way.The campaign was focused around The Guardian’s own website, The Economist and the news sections of relevant portals.