McCann Worldgroup and Microsoft Take Home Two Cannes Lions Grand Prix For 'ADLaM'

McCann Worldgroup and Microsoft were awarded two Grand Prix from the Cannes Lions International Festival of Creativity, one in the Design category and one in Creative Business Transformation for their work on 'ADLaM', the written form of the Pulaar language of the Fulani people of West Africa.

Pulaar is spoken by over 60 million people, but for most of history, the language had no alphabet. Determined to preserve their native language since they were children, in 1990, the Barry brothers created an early version of 'ADLaM' in handwritten form. Yet, the need remained to digitise the alphabet so it could be used to communicate through technology such as texts, emails and websites - empowering the Fulani people to conduct business, connect through social media and find information in their own language.

Partnering with Brothers Ibrahima and Abdoulaye Barry, who created the first written version of Pulaar, Microsoft and McCann Worldgroup created a typeface that is now available throughout the Microsoft 365 suite, desktop, and mobile platforms. The digitised font is playing a crucial role in the preservation of a beautiful and important culture, while also promoting literacy across West Africa.  

Shayne Millington, co-chief creative officer, McCann Worldgroup, said: “We solve problems using creativity all the time, but creating real impact that will last far beyond our years is the true goal. The awards are beautiful, and symbols of the effort that it takes to create something with long-term impact. But, it is the impact itself which is the most beautiful thing. And we celebrate the Barry brothers for their life’s work and vision in pursuit of that impact. And to Microsoft for giving it the scale that it deserves.”

Kathleen Hall, chief brand officer, Microsoft, remarked: “I think there's no greater impact you can hope for as a marketer than to do work that helps make the world better. An entire culture can now participate in the digital economy, preserve their past and empower their future thanks to 'ADLaM'.”

“If language is the vehicle of culture, writing is the vehicle of language. Without it, the language dies, and along with it, the culture, traditions and history of its people. Microsoft and McCann, by facilitating broader access to 'ADLaM' among millions of Fulani people in Africa and worldwide, are helping preserve our culture and our language,” said Ibrahima and Abdoulaye Barry. “We are very grateful for the amazing work they have done in not only digitising 'ADLaM', but also supplying books and other printed materials to make it more accessible to children. On behalf of the millions of Fulani people and Pulaar speakers, we say 𞤌𞤲 𞤶𞤢𞥄𞤪𞤢𞥄𞤥𞤢 (Thank you)."

Global CEO of McCann Worldgroup, Daryl Lee, added: “'ADLaM' is a perfect example of what creativity can do – solve real problems, enrich lives and make the world better for us all. I couldn’t be prouder of the team… Their inspiring work reminds us all why we’re so passionate about the business of creativity. Congratulations to Ibrahima, Abdoulaye and Microsoft!”