Odile Breffa, Strategy Lead at Innocean Berlin, reflects on five advertising campaigns that have defined her career. In this interview, she delves into the creative strategies behind these campaigns and reveals how they have shaped her approach to brand strategy and innovation.
She explains: Choosing just five campaigns that have influenced my work was no easy task. In fact, there are so many that inspire me, and my list changes constantly. However, these five stand out for their unique impact and the lessons they taught me, each in its own way.
1. Distance – Outlaw Runners
The beauty of simplicity shines in this campaign. In Paris, a new speed limit of 30 km/h was introduced to reduce noise and pollution in the city. While this policy stirred global debate, Distance, a local running store, saw an opportunity. They staged a clever stunt: runners could "steal" the speed limit by running at or above the speed of the new limit. The idea was as straightforward as it was bold, showing how a simple, well-timed response can get people talking.
2. RSF – The First Speech
Relevance is everything, and this campaign couldn’t be more timely. During one of the most significant election years in history, Reporters Without Borders (RSF) highlighted the dangers of autocracy through a powerful visual. It portrayed three autocrats in power, paired with the line, “The loss of freedom is never obvious at first.” This reminder of the vital role journalists play in safeguarding democracy resonated deeply. It’s a truth that is just as urgent today as ever.
The First Speech - Russia
The First Speech - Turkey
The First Speech - Venezuela
3. Little Baby Ice Cream – This is a Special Time
Sometimes, the most memorable campaigns are the oddest ones. "This is a Special Time" by Little Baby Ice Cream stays with you because it’s so strange and unsettling. The campaign was about creating a feeling, not necessarily making sense. It’s a reminder that, especially in today’s social media-driven world, content doesn’t always need to be deeply rational—it just needs to make people think and talk. It was a masterclass in creating something so bizarre it sticks with you.
4. Citroën – Sauvages
This classic ad still holds a special place for me, especially as a student learning about the power of big-budget TV campaigns. Citroën’s “Sauvages” is iconic— featuring 100 horses galloping in perfect unison, it’s a prime example of large-scale production. What made this campaign particularly memorable for me was not just the visual grandeur, but the behind-the-scenes magic. The ad, which even won a César Academy Award, was produced like a live performance, which heightened its emotional impact.
5. Liquid Death – The Hawk Blood Deck
No top 5 would be complete without a mention of Liquid Death. Their creative platform, “Murdering Thirst,” is one of the most consistent and inventive in the market. One of their standout campaigns, The Hawk Blood Deck, blended culture, mystery, and PR brilliance. The question of whether the blood was real still lingers, years after the campaign launched. This type of sustained intrigue and conversation is a testament to the brand’s ability to push boundaries and create work that stays relevant. Liquid Death has set the bar for how to build a brand around creativity, consistency, and culture.
These campaigns clearly left a mark on you. Have they influenced your own work? If so, how?
These five campaigns remind me of the importance of creativity, relevance, and sometimes just a little bit of weirdness. Each one taught me something valuable and continues to shape how I approach my own work today.
If you had to choose one campaign from your top 5 that you wish you had been part of, which would it be and why?
If I had to choose one campaign from this list that I wish I had been a part of, it would be The First Speech from RSF. In fact, I was lucky enough to work on it. It’s the most powerful audience insight I’ve ever worked on, and it’s a campaign that transcends boundaries. It addresses something universal: the fragility of democracy and the crucial role journalism plays in preserving it. No matter who you are or where you’re from, it speaks to you. The visual execution was just as impactful as the message itself, and I’m incredibly proud of the work we did.