CANNES, France—JWT Puerto Rico won the Grand Prix in PR here on Monday for a Banco Popular campaign that got the world's most famous salsa band to re-record one of its greatest hits with a civic goal in mind for the island territory.
The band, El Gran Combo, celebrated laziness with its original song, a Puerto Rican classic titled "No Hago Más Ná," which translates to "I Do Nothing." But in tough economic times, in a country where 60 percent of the population is on welfare, the song, while catchy, is perhaps counterproductive. So, JWT got El Gran Combo to record a new version with the opposite message—a celebration of hard work.
The band delivered an inspirational address to Puerto Ricans on the radio last Aug. 16, and then the song aired. It quickly shot to the top of the charts, and became a pop-culture phenomenon—thanks to a multimedia campaign from Banco Popular urging citizens to make it the country's most popular song. A Facebook app linked to 13 radio stations, and a campaign of TV, radio, print, outdoor, Pandora banners, and social media drove people to request the tune from deejays.
The band eventually played the song live for 60,000 fans at a sponsored concert and sparked a discussion about jobs and the future of Puerto Rico.
A total of 69 Lions were awarded. Two other campaigns from the U.S. won Gold—a campaign from R/GA in New York for the Swedish rapper Adam Tensta that allowed just one person at a time to listen to his new track on Facebook; and the Book Burning Party from Leo Burnett in Detroit, which used reverse psychology to support a tax increase to keep the public library open in Troy, Mich., by pretending to oppose the measure and promising a book-burning victory party afterward.