Alex McGill

The Challenge: Beloved regional airline Porter was facing its David vs Goliath challenge - how do you take on legacy carriers like Air Canada and WestJet, as well as the slew of new ultra-low-cost-carriers (ULCCs) infiltrating Canadian airspace?

The Idea: Remind Porter’s audience that they set the standard for economy air travel by taking a tongue-in-cheek stab at their largest competitor (who happened to be copying some of their signature moves). We wanted everyone to know who we were talking about without saying it.

The Outcome: Simple execution, big impact. Using a distinct colour palette and snappy copy, we created a campaign that spoke for itself.