The obey campaign can be explained as an experiment in phenomenology. The first aim of phenomenology is to re-awaken the 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 vitalising the viewers perception and attention to detail. To catalyse a thoughtful dialogue deconstructing the process of image absorption in the ultimate goal. All in the name of fun and observation. The medium is the message.
Still skater owned to this day.