Helping to communicate precise location with global drone content.

what3words is a simple way to communicate precise locations. By dividing the globe into a grid of 3m x 3m squares, they’ve been able to allocate each one a unique combination of three words. For example, ///usual.trying.highs is the exact 3m square that offers the best view of the Golden Gate Bridge in San Francisco.

One of the biggest challenges facing a company trying to change the way the world communicates location, is ensuring that the system is universally understood. To help solve this challenge, what3words approached Genero to build an asset library of relevant, recognizable and compelling drone imagery showcasing people using what3words in different locations across the globe.

Through Genero, what3words have so far commissioned creative teams in South Korea, Saudi Arabia and the USA to capture drone stills. 

The commissioned creative teams have captured both highly localised imagery for specific markets (featuring recognisable landmarks or landscapes), as well as less recognisable shots for a broader audience in diverse global markets.

These images are later enhanced by the what3words in-house team and used across a variety of paid and organic media channels.

Including on-the-ground DSLR stills in addition to drone photography, 213 images in total from the three different markets were delivered in just over a month, efficiently providing what3words with fresh, original assets to use.