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Hi, I am Gabi Marcatto, a creative director AD based in Brazil. I am currently working at Wieden+Kennedy São Paulo.

During my career, I have had the honor to work with amazing people and incredible clients like Nike, Heinz, Coca-Cola, Netflix, AB Inbev, Google, Michelob Ultra, Mercado Livre, Pepsico, Kitkat, Amstel and more, helping create local, regional & global projects across all channels.

My work has been recognized by industry awards around the world, including Cannes Lions, D&AD, Clio Awards, The One Show, Ciclope and others. In 2021, I was nominated as a Next Creative Leader by The One Club for Creativity. In 2019, I represented Brazil at Cannes as a Young Lion.


If you enjoyed my work,
feel free to reach out on WhatsApp
at (+55 11) 9 9699 0009.

I’m always happy to chat.


2013

- 2026
Betano
2025

Hate it Till We Make it


clio/ 1x gold, 1x silver, 1x bronze, 1 shortlist


Betano sponsored the naming rights of Brazil's major football competition, transforming Brasileirão into Brasileirão Betano. To make sure everyone knew it, they launched the most memorable campaign of the year, running for eight months across every media channel, using just two words: Brasileirão Betano.

The constant repetition generated a lot of hate. But instead, we responded with tailor-made videos and personalized messages to every single hater.


Case Study




Results

"The most talked brand during the championship"






@LucasArdito tweet:

"Brasileirão Betano commercial deserves an award for being the most annoying ad of 2024"






@adayanevaleria tweet:

"I feel like blowing up her TV whenever the Brasileirão Betano commercial comes on"






@gxlrm tweet:

"I wanted to create a community on social media called: I can't stand the Brasileirão Betano commercial anymore"






@pedrorosa tweet:

"I wanted to punch whoever came up with the Brasileirão Betano commercial idea"






@phduartec tweet:

"I wanted the commercial to be sent to f*nking nowhere"






@tandysfc1 tweet:

"Brasileirão Betano commercial feels like a horror movie"






@laurasnj29 tweet:

"It's not written how angry I am about the Brasileirão Betano commercial"





We kept responding with tailor-made videos and customized messages






my role: creative director
@wieden+kennedy