MICROSOFT: Adlam (Cannes 2023) (Brand Experience Gold Lion)

foreign people of West Africa are the world's largest nomadic group polar alternative tongue had always been a spoken language but didn't have an alphabet forced to use other alphabets the meaning and nuances of the words began to vanish along with their Traditions stories and songs while A literacy grew two young brothers ibrahima and Abdullah ibari refused to accept it and letter by letter created an alphabet for their people but it only existed in a handwritten form making it limited in the modern digital world we would close our eyes and draw shapes based on the sounds

of our language Nintendo we created atlam to make it accessible they had to be on computers he in partnership with the Berry Brothers we completed the encoding of the alphabet and finally the Fulani were able to type their language under computers being able to use your language on the computer is so fundamental if you don't have that you just shut off from the world that we function in but has the digital world kept evolving major revisions were needed in order to make the alphabet easier to read and write it takes hundreds of years for letter

forms to take their final forms but Microsoft is helping us speed that process working with typeface experts the letter forms of the alphabet were revised creating a new and optimized version then we made it available on PCS around the world we knew that making out of them available on Microsoft 365 was going to be enormously significant to the Fulani people and the preservation of their language and the community embraced it for their businesses their Communications and to teach the generations to come perpetuating for learning culture forever