what3words provides a precise and incredibly simple way to talk about location. The app has divided the world into a grid of 3m x 3m squares and assigned each one a unique 3 word address.
what3words wanted to do a launch film in Saudi Arabia but it had to really understand the country and it's target audience to really make them want to download and use the app. So how did we approach that?
IDEA: Saudi’s directions are shocking so let’s encourage them to cut to the chase and get to the point in just 3 words. No more long, misleading directions all it takes is 3 words.
To bring LONG STORY SHORT to life in our brand launch film we focused on what the target audience would appeal to by working with a local influencer, also a film director, who knows the exact approach to play with which is showing the frustration of getting lost in the city through Saudi humour.