And the Grand Prix in PR at the Cannes Lions festival goes to … an ad agency.

Yep, JWT Puerto Rico captured the top prize in public relations for its campaign for Banco Popular, in which the salsa band El Gran Combo re-recorded its classic song “No Hago Más Ná.” The story (which translates to “I Do Nothing”) celebrates laziness. The new version praised hard work.

Advertising Age quoted Gail Heimann, vice chair of Weber Shandwick and president of the jury, as saying the campaign was “jaw-dropping idea.”

The song aired on the radio on Aug. 16, 2011, after the band members gave a rousing public address. (Watch more about the campaign itself here.)

Meanwhile, the Silver Lion went to PRIME Stockholm for a campaign for Plumbers Without Borders, and MSL Nordic captured the Bronze Lion for its work with Procter & Gamble, according to PRNewser.

According to Ad Age, much of the press conference after the awards centered around public relations agencies’ difficulties.

“PR agencies need to think about how they present their work,” Heimann said (as reported by Ad Age). “It takes a singular presentation to stand out. There's some learning there.”

Read more about the press conference at Ad Age.

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