In order to combat the large percentage of Puerto Rican residents on public assistance (60%, according to JWT's case study), Banco Popular wanted to inspire people to get off their culos [butt in Spanish] so they enlisted legendary salsa outfit, El Gran Combo, to change the lyrics of one of their famous songs, "No Hago Mas Na," an ode to laziness whose title translates to "I Do Nothing." The new version, which extols a hard day's work, was broadcast during a media roadblock and it quickly soared up the charts, becoming the most popular tune in Puerto Rico.
The effort won the Grand Prix at Cannes 2012 in the PR category for the following reasons, according to the jury: it was a jaw-dropping idea, had bona fide impact, and made a difference to the organization. The campaign won more than $2.3 million earned media and helped Banco Popular jump to 80% on a repuation index. You can read more about the win in our Cannes 2012 coverage.