The collective is a project we presented to stimulate brand engagement with Scotch & Soda friends. On the mobile platform we collect new insights, local trends, inspiration for Scotch designers and start inviting challenges with the collective’s ambassadors. To do this a variety of projects, ranging from a challenge to write copy lines for T-shirts, in store exhibitions to trend spotting are brought to life. The application offers two tools: the Scotch & Soda snapshot camera and the notebook function. Scotch collectors can capture their input and share it on social networks with friends. Every project has a meaning and unique goal resulting in for example shop window photo expo’s, photography for the brand book, Summer video made with collectors shared on facebook and in store, and many more inspirational, collaborative, and sharable brand initiatives that help to let the relationship with brand friends grow.