An advertising campaign that persuaded the world's most famous salsa band to rewrite one of their most famous songs has been awarded top prize at a biennial awards ceremony.

JWT Puerto Rico created a campaign for Banco Popular in Puerto Rico, taking a song celebrating laziness, No Hago Más Ná, by El Gran Combo, and converting it into a celebration of hard work.

The campaign helped the bank, the largest on the island, to advertise its need for workers, and the rewritten song went to No 1 in the charts.

The Grand Prix award was given to the campaign at the Account Planning Group awards, celebrating excellence in communications strategy. A free concert to support the campaign attracted 60,000, and the bank's reputation index reached a record high.