JWT Takes PR Grand Prix for a Song That Ignited Puerto Rico

Celebration of laziness becomes an anthem for work ethic

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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.

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