A JWT campaign for Puerto Rico’s Banco Popular that involved changing the lyrics to one of the country’s most popular songs—a bid to help stimulate the economy by challenging a reliance on welfare—won the Grand Prix Lion for public relations at last year’s Cannes Lions International Festival of Creativity. In 2012, JWT San Juan worked with Banco Popular on a campaign that sought to keep the momentum going and inspire Puerto Ricans battered by a long economic slump.
The bank, which is the country’s largest, sponsored track star Javier Culson, who was competing in the 400-meter hurdle event at the Summer Olympic Games. Banco Popular turned Puerto Rico into a giant track by placing 10 hurdles around the island, each representing an obstacle the country needed to overcome. Thousands of people checked-in at each one and shared the obstacles on social media for a chance to win tickets to the Games. The bank also produced a series of episodes showing people overcoming challenge, as well as a half-hour documentary on Culson that aired the night before the race. Ultimately, the CEO of Banco Popular was able to award Culson the bronze medal at the Olympics.
Whether or not Culson had won a medal, Popular succeeded in lending a happy symbolism to his participation. The campaign emphasized that everyone needs to overcome obstacles in order to progress, instilling Puerto Ricans with hope.