Banco Popular De Puerto Rico: THE RACE OF A COUNTRY

Credits & Description:

Advertiser: BANCO POPULAR DE PUERTO RICO
Agency: JWT SAN JUAN
Category: Stunts & Live Advertising
Advertising campaign: THE RACE OF A COUNTRY
Creative Director: Lizette Morazzani
Copywriter: Pablo Torres
Art Director: Andrés Justo
Other Credits: Antonio Duarte-Pino
Account Supervisor: Juan Martínez-Paz
Planner: Luis Pedro Toledo
Executive Creative Director: Jaime Rosado
Creative Director: Johanna Santiago

Ambient Execution Description
Banco Popular is the largest bank in Puerto Rico, an island going through a 7-year economic slump. In order to succeed as a business, Popular needs to help Puerto Ricans spark a recovery.2012 was an Olympic year. And from all the great athletes in the Puerto Rican delegation, Popular decided to sponsor Javier Culson. Not because of his ability, but because of his event: the 400 meters with hurdles. By making the country see the hurdles Culson jumps as the obstacles the country needs to overcome, Popular invited Puerto Rico to run with Culson and gave his race a completely different meaning. As part of an integrated campaign, Popular turned the entire island into a track by building 10 giant hurdles in 10 different cities. Each one symbolized a specific obstacle the country needed to overcome. So the bank gave participants runner numbers and invited them to tour the country and check-in at each hurdle. As they shared on Twitter and Facebook the obstacles they had surpassed, more than 100,000 participated for the chance to see Culson run in London.

Translation
Note: Each hurdle featured the word of an obstacle Puerto Rico needed to overcome.PESSIMISMCONFORMITYINDIFFERENCEIGNORANCELAZINESSVIOLENCE EGOISMDEPENDENCEDISHONESTYOBSTINACY