If there are two Brazils, then one of them is here, in a café by the Praça São Salvador, a few blocks from the beach in Rio de Janeiro. Wearing a gray T-shirt, sunglasses and a ring in the shape of a human skull, Alan Fragoso, 27, takes a sip of his caipirinha. Fragoso used to be a sort of Brazilian Don Draper, an advertising man selling products to the nation's emerging consumer class. Then one day he quit. "What I really want is to work with projects I believe in," he says, "not to invest in consumption."