• by Steve McClellan  @mp_mcclellan, June 22, 2012

JWT San Juan, part of WPP, won the Grand Prix Award in the PR category at the Cannes ad festival. It was the first Grand Prix for Puerto Rico.

JWT won for a campaign for Banco Popular, aimed at improving the U.S. territory’s general attitude about work, and hopefully its economic outlook which would directly affect the bank.

The region’s work ethic has been somewhat lackadaisical, according to the JWT submission. “With 60% of the population receiving government handouts, living off welfare has become a common way of life,” it states.

JWT noted that the greatest salsa hit of all time in Puerto Rico is a song from the influential musical group El Gran Combo, entitled “I Do Nothing.”

To spark a debate and help change attitudes, JWT devised a campaign around the group that updated the song’s lyrics with a message about the positive effects of working and productivity.

The new version of the song was released last August and played simultaneously in a special performance by the group across the island’s TV and radio outlets, quickly becoming a top hit. The popularity of the new tune morphed into a “movement” that brought together Puerto Rican workers and entrepreneurs committed to the economic progress of the island.

Banco Popular believes its sponsorship of the campaign was responsible for boosting its image in the minds of consumers.

In addition to the Grand Prix, the PR jury issued 68 additional awards, including 20 gold, 22 silver and 26 bronze Lions. All are highlighted at www.canneslions.com.