“The Most Popular Song”, a public relations exercise for Banco Popular de Puerto Rico, has won the 2012 PR Grand Prix at Cannes International Festival of Creativity. The bank partnered with local band El Gran Combo to rewrite their popular hit ““No Hago Más Na” (I Do Nothing) with words that would inspire a more positive approach to life. On August 16, in a simultaneous broadcast through all of the country’s TV and radio stations, the band delivered an inspirational address before unexpectedly releasing a rewritten and rerecorded version of their old hit song with new lyrics that conveyed a completely different message. The song made it all the way to the top of the charts and became a symbol of the Banco Popular brand.
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The Most Popular Song campaign was developed at JWT San Juan, Puerto Rico, by regional creative director Jaime Rosado, creative director Miguel Fernández, associate creative/art director director Johanna Santiago, associate creative director/copywriter Lixaida Lorenzo, interactive creative director Manuel Torres, copywriters Pablo Torres and Gabriela Bonilla, interactive art directors Juan Carlos Montes and Daniel Vicente, producer Noro Sebastián, sound engineer Carlos Dávila, video editor Mizael Morales, art director Obed Varela, account director Juan Martínez, account executives Cristina Cruz and Cristina Rodríguez, interactive account director Auribel Chaar, strategic planning director Luis Pedro Toledo.