#92: When Creative Trust Changes Everything | Kate Torrance, VP of Brand at SickKids & Josh Budd, CCO at Citizen Relations

How do you take a hospital’s 150th birthday and make it feel like a city-wide celebration instead of just a line in a press release?

In this episode, Jason sits down with Kate Torrance, VP and Head of Brand at SickKids, and Josh Budd, Chief Creative Officer at Citizen Relations, to unpack one of the boldest healthcare campaigns in recent memory. They share how SickKids transformed a milestone into a powerful storytelling opportunity through creative risk-taking, clear brand strategy, and a true partnership between client and agency. From crafting 150 stories of impact to launching a hot air balloon over downtown Toronto, Kate and Josh walk through the creative decisions that made it all possible.

Key Takeaways:
✅ Strong partnerships start with trust, not briefs
✅ Simple ideas, like balloons, can carry powerful stories
✅ Emotional impact comes from authenticity, not pity
✅ The best ideas come from looking inward, not just at competitors

Memorable Moments:
💡 “It’s not a birthday without balloons.”
💡 “Some days you wake up with a shovel, some days with a spoon.”
💡 “If it triggers you, it might mean it’s powerful.”
💡 “We didn’t just bring an idea. We brought a partnership.”
💡 “You can break convention if the story is real.”

Brought to you by Mekanism.