MAD STARS jury member, Jordan Doucette, brings outstanding creative credentials to the MAD STARS Awards’ judging rooms. Currently, chief creative officer of Dentsu Creative Canada, she has also been chief creative officer of FCB West, Leo Burnett Chicago and Taxi, rising from associate creative director over a ten-year stint.
She adds her natural talent for communicating and collaborating with people to the MAD STARS jury room as well as deep understanding of the art of storytelling in advertising. Her experience covers brands that range from cars and fast food to packaged goods and telcos and she has been applauded herself at most major international awards.
Doucette is actively involved in the industry, participating in programs such as the Google WomenWill Conference and podcast series, the Cannes See It Be It Program. She is also part of the Advertising and Design Council of Canada, that works to inspire creativity and encourage the highest possible quality of work in the country.
As a creative leader for more than twenty years, Doucette has assessed a lot of work. She is well-versed in the qualities that great judging demands.
Jordan Doucette: “I think the best work pushes the boundaries of any idea that we have seen before and because of that, a great judge views work through the lens of optimism and openness,” she answered.
What are you hoping to see in the judging room? What makes great work?
Jordan Doucette: My favourite type of work is grounded in a strong human insight, matched with data and technology to bring a piece of utility to consumers. It’s these ideas that usually really push thinking further and begins to really unlock new ways of doing things. In addition to that, I think the work has to be deeply connected to the brand, and value the time we are asking people to spend with it. I also hope we see more humour, and ideas that really embrace the product and break their category conventions.
The APAC region is very diverse. There are many cultural differences. Is this a judging challenge at MAD STARS?
Jordan Doucette: My experience on various judging panels is that there is a very thoughtful conversation that happens around the work and trying to understand the cultural context before making any evaluations.
What skills and talents have been most important in your career?
Jordan Doucette: Empathy and vulnerability are the two big ones for me, as well, knowing and sharing the knowledge that there are types of leaders needed in this business – there isn’t one style that you have emulate.
Doucette also shared four recent campaigns that stood out for her and why.
The first is The Last Photo for Campaign Against Living Miserably (CALM) and ITV:
“Brave and such a fresh way into the story that is beyond relatable and stops you in your tracks. The execution was captivating and chilling and forever memorable,” she explains.
The second is the 2023 FIFA French World Cup ad, WoMEN’s Football, the Bleues Highlights, for Orange:
“I wish I had made this work. It’s an incredible use of technology that has that ‘holy shit’ moment that makes you want to share it with everyone you know. It’s empowering for women and just amazingly executed,” Doucette notes.
Number three is R.I.P. Leon by Apple Cupertino for Apple:
“I love this. I watch it all the time. Everything about is perfect to me – the length, the music, the casting, the edit and the insight we can all relate to,” Doucette explains.
Number four is Heinz Ketchup Fraud by Rethink Canada for Kraft Heinz North America
“Again, the execution is amazing and based on an undeniable insight (who hasn’t been a wait staff or seen wait staff doing this exact idea). Yet another bold, fun idea from the brand that builds its iconic status,” Doucette states.
