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Obed Varela, art director
Gabriela Bonilla/Pablo Torres, writers
Juan Carlos Montes/Daniel Vicente, interactive designers
Lixaida Lorenzo/Johanna Santiago, associate creative directors
Miguel Fernández, creative director
Manuel Torres, interactive creative director
Jaime Rosado, executive creative director
Álvaro Susena, programmer
Joel Pérez-Irizarry, director
Carlos Dávila, sound engineer
Noro Sebastián, agency producer
Santos Rivera, production company producer
JWT Puerto Rico, ad agency
Banco Popular de Puerto Rico, client
Problem: Unemployment is a global crisis. But while the rest of the world struggles to find jobs, Puerto Rico struggles to find people who want to work. With 60 percent of the population receiving government handouts, living on welfare has become a common way of life. It's so customary that it's celebrated in the greatest salsa hit of all time, a Puerto Rican classic titled 'No Hago Más Ná,' which translates to 'I Do Nothing.' The song is one of the biggest hits of El Gran Combo de Puerto Rico, the most famous salsa band in the world. As the largest bank in Puerto Rico, Banco Popular's success and corporate image depend on the island's economy. So to help propel it in the right direction, the bank convinced El Gran Combo to rewrite history. Execution: In a simultaneous broadcast on all of the country's TV and radio stations, the band delivered an inspirational address before unexpectedly releasing a rewritten and re-recorded version of their old hit song with new lyrics that convey a completely different message. The entire country was caught off guard. No one expected that the legendary group would ever rewrite such a classic. The new song became the talk of every media outlet in the country. Up until this point the effort had remained completely unbranded. The next day, Banco Popular revealed it was behind the new track by launching a multimedia campaign asking consumers to help make it the country's most popular song. Results: The song made it all the way to the top of the charts on thirteen radio stations. Each of the thousands of times the song played was three minutes of free publicity for the bank. The track also became part of Puerto Rican culture, instantly becoming associated with the bank's brand without even mentioning its name. In times when banks are particularly disliked, the bank's overall image and reputation index reached a record high of 80 percent.

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