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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
2025

Retro Influencers


cannes/ 1x gold, 1x silver, 3x shortlists


86% of people trust brands that share user content. So Skol, Brazil’s top beer, decided to reward the people who’ve been loyal to the brand for years.


Case Study




Skol used an Instagram loophole no brand had ever explored before: while you can’t change the past, you can edit the caption.




How it worked?

Since all paid content needs #ad, we found a loophole on Instagram: you can’t change a post’s image, but you can edit the caption. So we asked fans to add #RetroAd to old photos featuring Skol — instantly turning them into Skol influencers.











Results


+170%

engajament vs previous campaign

1546

real influencers

12%

growth in brand consideration

500K USD

saving in influencers fee's





We tracked them down and paid back years of unpaid work with what they love most: beer. The older the post, the greater the reward. Then we made them famous — boosting their content, airing it on TV, featuring them in OOH, and even taking them to Times Square.

















my role: creative director
@gut