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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
Skol AB Inbev
2023

Reroute



cannes/ 1x shortlist



40% of sidewalks don;t fill legal width requirement. And in a country where chilling outside bars is a strong culture, a smaller sidewalk means fewer customers for small bar owners. So we decided to solve it using...algorithms. 



case study





We created a hack to fool navigation apps and diverts cars from the streets of bars with tiny sidewalks, leaving it free and safer for bar goers, and opening more space for bar owners. The trick? A bike with 100 phones reporting "blocked road" simultaneously.

We made this service available to small bar owners, but everyone could join the hack with their mobiles. For the first time small bar got much bigger: in space, profit, fun and also safety.


So Skol decided to democratize access to extended sidewalks using algorithms.








Film Launch




The service that diverts cars from the streets of bars to make more room for fun.







"That was great! We sold 30% more than usual."

LUIZ, BAR OWNER



"My bar had around 80 seats. Now it's going to multiply."

HIGOR COSTA, BAR OWNER









Results

3.2MM

engagament

20MM

people reached

37.4MM

impressions




We did several test with cell phones until we found the ideal number for our hack to work. So we found the magic numberm, 100. From these tests, we also solved the next challenge: being able to support a hundred cell phones and still be able to pedal. Important to say that bike or human being was injured during the tests. Cell phones, well, some got scratched. Sorry, cell phones.






Visual








my role: creative director
@gut