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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
Heinz
2023

S.O.S Tomatoes


cannes/ 1x shortlist
ccsp/ 1x silver


Soil degradation is killing tomatoes faster than you think and that compromises the future of ketchup. Join the fight against soil destruction by playing the Heinz SOS Tomatoes island on Fortnite - An island that mirrors the speed of healthy soil destruction in the real world.

Playing in the virtual world will have a positive impact on the real world. Each play = 1sq meter of soil cover cropped.





Case Study




"Heinz is using Fortnite to spread its sustainability message to gamers."




Film Teaser




Results


#1

Fortnite live stream on launch day

257MM

earned impression




U$ 14MM

in earned media

+ 100MM

Fortnite players impact




 


Films Launch

The launching took place in different countries, such as US, UK, Spain, Saudi Arabia, Poland and Canada, but the commotion spread among players worldwide causing a variety of reactions. Some hated our map for being too fast, some loved the challenge, but all of them learned something about how fast soil destruction is happening. And we edited those reactions in social short contents, of course.






Fortnite Map

If you did not have the opportunity to play Heinz map, you can check a little bit of it here. We developed an entire island from scratch using Fortnite creative mode. Take a look.












During the campaign, Heinz also ran special OOHs around the world. We took the conversation to the streets too to engage more people on the game and also on sustainability.





Couting OOHs

A counter billboard displayed in real time the amount of players that already had join the fight against soil destruction.









Thanks OOHs

On London and Manchester we also directly thanked some of the players for joining us on this important run.








Id VIsual

And here is the visual identity developed during the process to reinforce the threat to the future of tomatoes, ketchup and mankind.











my role: creative director
@gut