MAKING WHAT3WORDS MATTER
Around 75% of the world, including many developing nations, lack a proper system of addressing. It means that around 4 billion people are invisible and without a reliable way of receiving important mail.
What3words is a global addressing system which has divided the world into a grid of 3m x 3m squares and assigned each one a unique 3 word address. Our task was to convince postmasters in developing markets that we understand the problem in their country and that we could provide a cost effective and time efficient way of providing their nation with an addressing solution. We needed to make What3Words matter.
In the countries where a clear addressing system does not exist, many people use written directions, maps, diagrams and even mobile phone numbers to help a letter reach its correct destination.
Our creative idea was to use this insight to create a direct mail letter with cut through that would catch the attention of that country’s Postmaster. And also arrive successfully at its destination – no small achievement!
CAN MEETS DO
The campaign has since been awarded 3 DMAs, including 2 Gold for Best Design or Art Direction, and Best Use of Mail and Silver for Best Launch Campaign.