Advertisings most glamorous awards the Cannes Lions is well under way and so far the PR Grand Prix winner from the first night really stood out for me. The campaign is by JWT Puerto Rico for Banco Popular, together they got world famous local salsa band, El Gran Combo, to re-record one of their biggest hits. The original song celebrated laziness, titled "No Hago Más Ná," which translates to "I Do Nothing." But in tough economic times, in a country where 60% of the population is on welfare, the song, while catchy, is perhaps counterproductive. So, JWT got El Gran Combo to record a new version with the opposite message—a celebration of hard work. See the results in the case study above. Fantastic work.