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Selected works

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Shade Tracker
Refresh Roulette
Retro Influencers
Files of Freedom
Hidden Spots
Don't Blame the Clothes
More than 70
People of the Forest
The Zé Theory
Skol 60 years
The Skol Odyssey
S.O.S Tomatoes
Freezer Beerboard
Stranger Coke
Reroute
Let Out the Fun
Let's Rock the Break
Stories to Live In
Dá seus Google






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↳ Say hello


+ 55 11 99699 0009
gabriella.marcatto@gmail.com






Tks for reading
︎

creative director  AD — working GUT SP





Refresh Roulet for Skol AB Inbev ︎︎︎


Skol is one of Brazil’s most iconic brands. with its logo visible everywhere. But no one noticed its logo was also on every browser as the refresh icon.

86% of people experience banner blindness — our brains instinctively ignore banners. So brands spend more and more every year to get noticed. On Black Friday, Skol did the opposite: it created a banner with its biggest promotion in the brand’s history, but with minimal media exposure, we made it nearly impossible to find. 



Case Study








To unlock this exclusive offer, people had to click Skol’s logo: the refresh button. 





Each refresh triggered a chance to win a 70% discount on Skol, rewarding people who engaged with the brand. Retargeting banners dropped clues.






Results



3.2x higher
engagement rate us py black friday

+600%
conversion rate vs. industry benchmark








my role: creative director

@gut