The world is facing high unemployment. Puerto Rico is no exception. The Puerto Rican economy, however, deals with an even greater crisis. While the world struggles to find jobs, Puerto Rico struggles to find people who want to work. With 60% of Puerto Ricans receiving government handouts, living off welfare is a common way of life. It’s so customary that it’s celebrated in the greatest salsa hit of all time, a classic titled 'No Hago Más Ná', which translates to 'I Do Nothing'. The song, a journey through a day of a man proud of his welfare-financed lifestyle, belongs to El Gran Combo, the most famous salsa band in the world. As the largest bank in Puerto Rico, Banco Popular’s success depends on the island’s economy. So to help propel it in the right direction, it convinced El Gran Combo to rewrite history.

The song quickly became part of Puerto Rican culture, instantly becoming associated with the bank’s brand without even mentioning its name. In times when banks are particularly disliked, the bank’s overall Image and Reputation Index reached a record-high 80%. It immediately climbed all the way up to the top of the charts in 13 radio stations. Each of the thousands of times the song played consisted of 3 minutes of free publicity for the bank.

The song’s overnight success moved Banco Popular to organize a free concert featuring El Gran Combo for over 60,000 spectators.

The popularity of the new tune grew into a movement sponsored by the bank and joined by 100 corporations and community organizations.It produced documentaries and established grassroots efforts in order to bring together Puerto Rican workers and entrepreneurs, of all ages and classes, committed to the progress of the island.

On August 15, Puerto Rico’s news waves buzzed with the announcement that El Gran Combo had an important message for the island. It was simultaneously unveiled on every TV and radio station of the country. El Gran Combo delivered an inspirational address before releasing a rewritten and rerecorded version of their hit song, this time with new lyrics that conveyed a completely different message.

The legendary ensemble had just transformed their anthem of laziness into an anthem of work.The next day, Banco Popular revealed it was behind the effort by launching a multimedia campaign - linking TV, radio, print, outdoor, web banners, and social - asking consumers to help make the new track the country’s most popular song.A hotline set up and connected to all the island’s major FM radio stations received 100,000 song requests in matter of weeks.