




Obey uses phenomenology, the process of letting things manifest themselves, to combat the everyday advertising strategies that are common in today’s oversaturated market. This campaign brings to light how easily consumers take for granted the advertising and propaganda seen on a daily basis and juxtaposes these ads with an avant-garde execution. By spray-painting Obey over these fake billboard ads, the campaign reveals how ordinary advertising is easy to forget, and how something out of the ordinary or out of place can grab the viewer’s attention and start a movement through people wanting to know more about something and wanting to be a part of whatever that thing is.