Banco Popular: The Most Popular Song

JWT, Puerto Rico


While the world struggles to find jobs, in Puerto Rico we struggle to find people who want to work.

This is a very challenging environment for any business, but especially for our client Banco Popular, whose performance is intrinsically linked to the economic situation of the country. Planning devised a strategy and helped convince the bank that in order to improve its 'brand popularity' and ensure its future prosperity, it should aim higher than its own business problem and look at fighting the country's ultimate enemy of progress, welfare dependency.

This work played a fundamental role in producing the country's first Grand Prix at Cannes and even more important, it prompted the biggest national debate on welfare dependency. It initiated the beginning of a behavioral change that would alter the history of the bank and the country.