If you're scouring this site, there's a good chance it's because of a box.
PACT!'s code name for it was “The Hate Box,” but those of us who worked on it know that it was all about love, togetherness, acceptance and radical goodness. But it wouldn’t have drawn as much attention–nor you!—had it not been as biting, dangerous and outrageous as it is.
The raison d’etre for this package was to introduce PACT!’s spirit, DNA, history and projects to a select group of 150 corporate execs, social media influencers, government officials, renowned celebrities and a wide range of artists. We mailed it directly to them in a relatively unassuming box.
We didn’t know how they (you?) would react, but no matter what the reaction (ranging from social media unboxing, curiosity and admiration to disgust and outrage), we figured it would be way more interesting than had we just tried to introduce ourselves via a perfunctory email, pamphlet or other flaccid form of communication.
So to those recipients visiting because of the box, welcome!
And to those still wondering what the hell we’re talking about, here’s the explanation.
“The Hate Box” was PACT!’s way of showing what the (near) future has in store if we don’t fight back against the onslaught of nastiness, divisiveness and overall bad that permeates our everyday lives. It had multiple layers of “What the…?”
The first hint of something provocative inside the package was a custom wrapping tape which read: “Meet The Hottest Brand of the Year”...and was punctuated by an emoji of disgust. And off we go!
After cutting away the tape, recipients were met by a box that followed along the same path as its wrapping. The box’s cover teased: Meet The Hottest Brand of 2026.”
Upon opening, the inside cover revealed the bleak message with one word: “HATE.”
It gets worse (or better, depending on your perspective). Inside said box, sitting on a bed of fluffy shredded orange paper, were three items, all parodies of celebrated American brands and their slogans:
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A t-shirt that transformed "Virginia is for Lovers” into “Virginia is for Haters” (with a little help from a friend on the “A”)
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A mug that transformed “America Runs on Dunkin” to “America Runs on Hate”
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And a sticker that transformed Burger King and its iconic “Have It York Way” to Bully King and “Hate It Your Way.”
To put everything in the proper perspective (and perhaps to cool some folks down and alleviate calls to lawyers), we explained the whole concept with an eight-page accordion-fold handout that read:
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(Front Cover): These Days Hate is a Brand. We Aim to Put it Out of Business
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(Back Cover): This Merch is Just an Absurd Parody. But For How Long? Because The Hate is All Too Real”
You can read the whole thing here (which will hopefully inspire you to get in touch more personally than just reading this).
Oh, one more thing: as an added bonus, the handout closed off with a QR code which led to a parody of the classic “Be A Pepper” Dr. Pepper TV ad of the ‘70s…updated for our troubling times as “Be A Hater.”
So where will all this stuff lead us? Remains to be seen, as reactions are still flowing in (including some of you being here right now), so stay tuned.
But no matter, this initiative shows what can happen when you think INSIDE the box while you think outside it.