Inside the New Vanguard of Hispanic-American Agencies
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Curro Chozas’ best idea could easily have turned out to be his worst.
The Los Angeles-based creative director scattered 100 cell phones around the streets of Guatemala on behalf of the wireless provider Movistar a few months ago. The idea was to see how many of them would be returned. The odds were not good: “It wasn’t a safe idea,” said Chozas, who happened to be in Guatemala with fellow Spaniard and famous chef Ferran Adria, the global ambassador for Movistar parent Telefonica. Guatemala is rife with official corruption and its reputation has suffered.
“Everyone believed no one would return any of the cellphones,” he said. But in the end, 87 came back. “Latin Americans are more honest than people thought. It gave Guatemalans self-confidence.”
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