"The 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 advertisments or propoganda for which the motive is not obvious, frequent and novel encounters with Obey propoganda provoke thought and possible frustration, nevertheless revitalising the viewer's perception and attention to detail."

Obey Giant - www.obeygiant.com