The Obey campaign can be explained as an experiment in Phenomenology. The first aim of Phemomenology 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 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.