Best GUT Campaigns of All Time
GUT has a peculiar habit of treating the advertising industry like a high-stakes poker game where they already know your cards. Most agencies beg for a sliver of your attention; GUT simply assumes they have it - and then proves it with a beer label or a data point. It is the kind of brave, slightly unhinged strategy that makes clients sweat and competitors take notes. Browse the work below.
15 campaigns
Cheetos: Megan Thee Stallion & Nickelback - Pickle’s Back
Cheetos brought back a fan-favorite flavor by turning a linguistic misunderstanding - 'pickle back' vs 'Nickelback' - into an unhinged heist music video, leveraging the bizarre tension between a rap icon and a rock band to drive viral cultural conversation.
Skol: Retro Influencers
Skol bypassed skeptical influencer culture by turning thousands of fans' old, organic photos into official ads. By hacking a caption - editing loophole, the brand retroactively paid loyal drinkers for years of unpaid advocacy, proving that real brand love is timeless.
Grupo Boticário: Research My Body
Grupo Boticário highlighted the gender health gap by replacing sexualized search results of famous women with X-rays of their internal organs, turning superficial scrutiny into a R$ 13 million commitment to fund essential female-focused medical research.
Hertog Jan: Don't Drink Hertog Jan
Hertog Jan commanded fans not to drink their beer, instead offering digital and physical cellar slots to age the liquid like fine wine, transforming a mass-market beverage into a high-value collectible and successfully dethroning Heineken in Dutch supermarkets.
Mercado Livre: Coupon Rain
Mercado Livre replaced traditional championship confetti with thousands of physical discount coupons, turning every editorial victory photo into a permanent, high-stakes digital treasure hunt that hijacked the most iconic and photographed moment in sports history.
Axion: Snitch
Axion transformed car maintenance into a cinematic thriller, using an absurdly polite interaction between a mob boss and an informant to dramatize the 'frictionless' performance provided by their Lube Center services and Castrol lubricants.
Stella Artois - The Artois Probability
Stella Artois created an algorithm that calculated the probability of their beer appearing in historical artworks across Europe. By using data points like painting year, location, and glass type, the brand playfully suggested its beer might have been present in classic paintings, turning art history into a fun marketing narrative.
Mercado Libre: Scratch Your Data
Mercado Libre transformed vulnerable shipping labels into scratch-off lottery tickets, incentivizing customers to destroy their personal data by hiding discount coupons underneath, turning a security chore into a rewarding gamified habit that combats dumpster diving fraud.
Mercado Livre - Ballboards
Mercado Livre transformed traditional stadium billboards into "Ballboards" - automated ball cannons that quickly delivered new balls to players during corner kicks, ingeniously demonstrating the brand's renowned fast delivery service in a highly engaging and relevant way for passionate football fans.
Mercado Libre - Handshake Hunt
Mercado Libre used AI to detect handshakes - their logo symbol - within popular TV content, triggering real-time QR code discounts for viewers. This innovative integration turned passive viewing into an interactive "hunt," driving an 80% sales boost on Black Friday by placing deals directly into beloved content.
Google: Real Tone
Google Pixel 6 introduced Real Tone technology to fix the historical bias of camera sensors that excluded people of color, launching on the Super Bowl stage to prove that everyone deserves to be seen as they truly are.
Smartbox - The Hesitation
Smartbox tackled the common gift-giving dilemma by humorously dramatizing a protagonist's internal "hesitation" as he imagined diverse, exhilarating experiences, showcasing the vast range of unique gifts available and positioning experiences as more valuable than material possessions.
PedidosYa - World Cup Delivery
PedidosYa leveraged national anxiety over the World Cup trophy's arrival by sending a "fake" delivery notification that, when opened, revealed real-time flight tracking of the champions and trophy, transforming user confusion into shared national joy and brand relevance.
DoorDash - Self-Love Bouquet
DoorDash created the "Self-Love Bouquet" for Valentine's Day, combining 11 roses with a sex toy to celebrate self-love and empower single women. The campaign aimed to destigmatize self-pleasure and offer a unique gift option for individuals typically overlooked during the holiday.
Mercado Livre: Feed Parade
Mercado Livre transformed the cancelled São Paulo Pride Parade into a 2.5 - kilometer Instagram feed, allowing 60,000 fans to 'occupy' the virtual avenue and appear in a Gloria Groove music video, turning digital engagement into a permanent monument of LGBTQ+ representation.