Checha Agost Carreño of Founders: “Backlash Means You Made People Feel Something”

Creativity needs less fear and more freedom—even if that means embracing controversy. That was the message from Checha Agost Carreño, Founder and Chief Creative Officer of Founders, during the Círculo Creativo USA Session: The Freedom to Create Viral Ideas at Latino US Day during Cannes Lions 2026.

Carreño described the session—titled “The Freedom to Create Bad Ideas”—as a space to challenge traditional industry structures and the pressures that often limit creative risk-taking.

“We talked about freedom versus fear, and about the old structures of large holding company mergers that often end up laying people off,” he said. “We also discussed the importance of leaving unhappy workplaces where talent is underused and unmotivated.”

For Carreño, creative freedom is not just about expression, but about removing the barriers that prevent bold ideas from emerging.

“A concept is never strong enough if you don’t have to call a lawyer,” he said, referring to the importance of pushing ideas to the edge of discomfort.

He illustrated the point with a campaign developed for New York City, which included a parody project called “Rat Bull,” inspired by Red Bull, that ultimately received legal attention from the brand’s lawyers.

“That’s the path,” he explained. “Creating ideas that trigger emotion—even if they generate backlash.” Carreño said he welcomes negative reactions, seeing them as proof that an idea has successfully provoked a response.

“I’m a fan of backlash,” he said. “It means you made people feel something.”

Beyond creative philosophy, Carreño also reflected on the growing influence of Latin American talent at Cannes Lions. Describing himself as an ambassador for the region, he highlighted the increasing number of Grand Prix and Gold awards won by Latin creatives working globally.

“This is the result of consistency,” he said. “And next year, Latin power will be even stronger.”