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Category: Mobile


Plant Life Balance


The central challenge for this project was to grow the consumer market for and increase sales of plants and trees in Australia.  Circul8 was engaged as creative and technical consultant by Horticulture Innovation Australia and partner agency Republic of Everyone to develop an innovative approach to encourage people to buy more plants. Two key insights discovered through research conducted by RMIT drove the strategy behind the project:

1. That health and wellbeing benefits motivate people to buy more plants and trees

2. Lack of confidence to grow things as well as a lack of space are key barriers which prevent people from buying plants and trees.

The objective for us was to translate the research from RMIT into an engaging digital experience that would inspire people to experiment with new plants in their homes and then based on that experience, buy plants that they had visualised in their homes.


We identified an opportunity to use augmented reality within a mobile app to help people rate the health of their space (based on how many plants they have), learn about the benefits of different indoor plants and then find out where they can buy the best ones for their space. Users are able to take a photo of their living spaces (both indoors and outdoors), rate them based on a ‘wellness index’ and then see how they can style their spaces with plants and also improve their rating. Both experiences ultimately lead the user to a recommendation of new plants to improve their space as well as a tangible shopping list of real plants that they can then take to their local plant nursery to purchase.

Circul8 was responsible for the creative concept and technical aspects of the project including functional specs, UX and UI, technical design, copywriting, interactivity/gamification, algorithm development, app development and delivery for both android and iOS platforms.


– 20,000+ downloads since launch (6 weeks)
– 31,000 sessions since launch (6 weeks)
– 4.9 star reviews in Google Play & App Store
– 4 minutes average session time
– Downloaded in 122 countries
– 46% reach of female
– 36% returning users
– Covered across a range of media including Today Show Channel 9



Download the App: Click Here



Japan National Tourism Organization


We were tasked with a complete rebuild of the Japan National Tourism Organization (JNTO) website to bring in line with digital best practices, align better with core brand values and communicate more effectively with the need states of end users.


We took direct inspiration from JNTO’s brand slogan of “Endless Discovery” and embodied this concept through the information heirachy, graphic design, tone of voice and user interface design of the site.

In practice, this was executed through an endless side scrolling configurable content feed at the top of the website showing all content from the site and then an endless user generated feed of images from social media at the bottom of the page using Circul8’s bespoke social content streaming software, Aggreg8.


JNTO now have a fully brand aligned and responsive owned web channel that allows them to communicate more effectively with the Australian market.

This was launched in conjunction with social media management and a campaign, “The Magic Sakura”.


Gif Wrap


Wrapping paper is usually bad, bland and tacky. We wanted to bring wrapping back to life.



We combined the long-held tradition of sharing gifts around the Christmas tree, with the modern-day habit of sharing GIFs around the office, and created GIFwrap – the world’s first interactive GIF-themed gift wrap.

All users had to do was pick, print, wrap and then scan their wrap with AR reader app Layar, and their selected GIF would reanimate before their eyes.



Unanimously loved by our clients, adored by parents and their kids, and nominated for the Augmented Reality category of the 2014 Webby Awards – GIFwrap got a very good wrap.



Find Fashion by Feelings


Wool was not seen as “cool”. The Woolmark Company asked us to reweave the perception that wool is only good for nannas with knitting needles and reach a new generation of wool consumers.


Leveraging research that the premium ‘feel’ of wool was at the top of buyer’s minds, we created a fully integrated social media campaign, kicked off with Find Fashion By Feelings.

Find Fashion By Feelings was a global competition to find the most loved wool look, run in partnership with Westfield Sydney. Users submitted their look under a feeling category (cute, sexy, dark etc.) for the chance to win.


Find Fashion By Feelings accrued over 1.1m page views, reached 112m people and made 120m media impressions. Take that, nanna!

  • 18,000 looks and 8,000 comments posted
  • 2400% email database growth
  • Awarded FWA Site of the Day, Dope and W3 Awards