OBEY THE BRAND – Big Pimpin Is Watching You!

Image provided by OBEY. www.obeygiant.com

Image provided by OBEY.


verb (used with object)
1. to comply with or follow the commands, restrictions, wishes, or instructions of: to obey one’s parents.
2. to comply with or follow (a command, restriction, wish, instruction, etc.).
3. (of things) to respond conformably in action to: The car obeyed the slightest touch of the steering wheel.
4. to submit or conform in action to (some guiding principle, impulse, one’s conscience, etc.).
verb (used without object)
5. to be obedient: to agree to obey.

Image provided by OBEY. www.obeygiant.com

Image provided by OBEY. www.obeygiant.com


The OBEY sticker campaign can be explained as an experiment in Phenomenology. Heidegger describes Phenomenology as “the process of letting things manifest themselves.” Phenomenology attempts to enable people to see clearly something that is right before their eyes but obscured; things that are so taken for granted that they are muted by abstract observation.

The FIRST AIM OF PHENOMENOLOGY is to reawaken a sense of wonder about one’s environment. The OBEY sticker attempts to stimulate curiosity and bring people to question both the sticker and their relationship with their surroundings. Because people are not used to seeing advertisements or propaganda for which the product or motive is not obvious, frequent and novel encounters with the sticker provoke thought and possible frustration, nevertheless revitalizing the viewer’s perception and attention to detail. The sticker has no meaning but exists only to cause people to react, to contemplate and search for meaning in the sticker. Because OBEY has no actual meaning, the various reactions and interpretations of those who view it reflect their personality and the nature of their sensibilities.

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A different yet similar perspective to consider.