The “do” brand explored consumer culture’s passive nature. More often than not, products don’t require our participation in their creation. Instead, we must experience them passively. “Do” sought to call attention to this situation, and even start to rectify the situation. It did so by calling on young, up-and-coming designers to develop products which required their users to modify or co-create them. The project was collected in this book, and widely reported, including in the New York Times.