GABRIEL BATISTA2025
People don’t think in funnels. They zig. They contradict themselves. They choose for reasons they can’t explain. That’s the kind of mess I like. Understanding how people decide and using that to make brands clearer, sharper, more interesting.
After four years at Havas Lisbon, working across some of the country’s leading brands like NOS and EDP, I joined O Escritório in 2026 as Head of Strategy — widely considered the creative agency number 1 in Portugal. I continue to lead strategy for NOS, while also working with brands like Super Bock and Lidl.
Alongside that, I teach Creative Strategy at Brother, a Cannes-awarded school.
Here are five projects I’m proud of. Each one shaped by different skills, teams, and ways of thinking.
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Instagram 01 EDP: WHEN A BRAND CHOOSES EARTH
“We Choose Earth” started as a claim and became EDP’s global brand platform, a clear stance on clean energy and long-term sustainability.
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02 NOS: EFFIE GOLD & SILVER FOR RECORD-BREAKING
NOS set a Guinness World Record for connectivity, showcasing the strength of its home internet. The campaign won Gold at the Effies, highlighting its impact in the telecom sector.
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03 DANONE: BOOSTING CONSIDERATION AHEAD OF THE OLYMPICS
YoPRO partnered with Portuguese athletes heading to the Paris 2024 Olympics, boosting awareness and achieving record sales by positioning itself as a key ally in personal growth and achievement.
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04 WTF: REBRAND POWERED BY CULTURAL RESEARCH
WTF, NOS’s youth brand, shifted to speak directly to Gen Z - leading to a sharp rise in engagement and stronger cultural relevance.
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05 PARFOIS: RESEARCH-DRIVEN STRATEGY FOR INNOVATION
Parfois ran a four-city study to launch clothing without losing focus on accessories. Insights from real shopping journeys helped position apparel as a natural brand extension.
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