Obey campaign can be explained as an experiment in Phenomenology.
The first aim of Phenomenology is to reawaken a sense of wonder about one’s environment.
The Obey campaign attempts to stimulate curiosity and bring people to question both
the campaign and their relationship with their surroundings.
Because people are not used to seeing advertisements or propaganda for which the motive
is not obvious, frequent and novel encounters with Obey propaganda provoke thought
and possible frustration, nevertheless revitalizing the viewer’s perception and attention
to detail. The medium is the message.