What3words, a project that aims to give every location in the world a simple, easy to remember address has won the Innovation Grand Prix at Cannes.
The technology was created out of the eponymous company co-founded by Chris Sheldrick and Jack Waley-Cohen. It divides the entire globe into 57 trillion 3-meter squares and assigns to each of those squares an address created by combining three common words, such as karaoke.novice.doing.
The U.K. based startup developed the project because, it says, around 75% of the world suffers from inconsistent, complicated or inadequate addressing systems. It argues that better addressing "improves customer experience, delivers business efficiencies, drives growth and helps the social and economic development of countries."
For more on the jury's deliberations, and for all of today's Cannes winners, head over to AdAge.com.