I just typed in obay for a Google search and came across this Wikipedia entry:
“Obay is a fictional mind control medication at the centre of a viral marketing campaign begun in February 2008 by Colleges Ontario, the advocacy group for colleges and institutes of applied arts and technology in the province of Ontario, Canada, and developed by the Smith Roberts advertising agency. The campaign seeks to eliminate what the group calls “academic snobbery” on the part of parents, who often see colleges as inferior to universities, and who may push their children towards the latter option against their wishes.”
As a result speculation immediately arose as to whether the campaign was a form of viral marketing, anti-commercial culture jamming (potentially linked to the “Obey Giant” street art campaign), or possibly anti-pharmaceutical activism by the Church of Scientology.
BRILLIANT! ANTI-COMMERCIALISM. CULTURE JAMMING. Stickerkitty hearts culture jamming.