Porter Airlines is an economy airline. But it has always had a distinctive charm, elevating the experience of economy air travel by focusing on the little details – the quiet, personal, easy-to-miss moments that make economy flying feel considered rather than a compromise. The airline has enhanced its difference now with a distinctive advertising campaign. Not a campaign film made up of dreamy destination and in-flight imagery, but taking the airlines tangible details that stand out – including the aircraft, complimentary drinks in glassware, and Mr. Porter, the unmistakable graphic raccoon who has become one of Canada’s most recognizable brand mascots – and shrinking them into a series of collectibles.

The brand has launched The Little Things Blind Boxes to mark the start of its 20th birthday celebrations. The collection extends Porter’s The Little Things brand platform, created with its social agency of record, independent creative agency, Academy, and launched in 2025, and kicks off a series of activations celebrating the airline’s 20th birthday campaign.

“Porter has earned a loyal following over 20 years by believing in the little things that make flying economy actually enjoyable, which for us are tangible and intangible details that make passengers feel welcome and cared for,” stated Kevin Jackson, president, Porter Airlines. “The Little Things Blind Boxes capture that feeling by celebrating the moments our passengers have embraced, while inviting new travellers to discover what makes Porter unique.”

“Porter’s The Little Things platform celebrates the details that make flying economy feel different,” stated Sabrina Babooram, partner and head of strategy, Academy. “The blind boxes turn those familiar moments of joy into something people can actually hold, moving the brand from something passengers experience to something they identify with. That’s when a brand platform starts to live beyond advertising.”

The limited-edition collection features five collectibles inspired by Porter’s signature touches, with a one-in-500 chance of discovering a Golden Porter Pass redeemable for 20 free flights to any Porter destination. Presale is now live at porter20.com.

Each blind box (sealed to preserve the surprise until it’s opened) contains one of The Little Things (Ratio 1:5):

●      Mr. Porter: He’s Porter’s little raccoon superstar and a mini travel companion.

●      De Havilland Dash 8-400: The iconic Dash 8 has been a member of the fleet since day one.

●      Embraer E195-E2: A big little thing taking travellers to many new places.

●      Little Drink: There’s nothing quite like a generous pour served in a real glass at cruising altitude. Cheers!

●      Little Luggage: A little luggage that’s just the right size for a big trip.

One thousand of each item are available and every collectible also includes a keychain attachment, allowing it to be carried as an accessory. There are 20 chances to find an extra little secret (Ratio 1:500)*:

●      Golden Porter Pass: Redeemable for 20 free flights—the equivalent of 10 round trips to any Porter destination.

The Little Things Blind Boxes campaign covers owned, paid, and earned media, including all creative strategy, product design and production, social content, creator partnerships, public relations, digital media and performance.

Credits: 

Client: Porter
Director, Communications & Public Affairs: Brad Cicero
Senior Manager, Communications & Team Engagement: Robyn van Teunenbroek
Communications Specialist: Issa Bower
Communications Specialist: Brian Liu
Managing Director, Marketing: Maclin Williams
Advisor, Marketing: Marc Gagnier
Director, Brand & Creative: Michael Macaulay
Frontend Web Developer: Calum Daly
Performance Marketing Lead: Calvin Tong

Creative Agency: Academy
Art Direction: Ted Nguyen
Copywriting: Darya Nikolayeva
Social Creative Lead: Beth Ramos
Executive Creative Direction: Susie Lee
Head of Strategy: Sabrina Babooram
VP of Partnerships & Communications: Megan Leahy
Creator Partnerships Lead: Alyssa Faoro
Account Director: Isabella Wardrop
Senior Producer: Nadine Farhat

Little Things Manufacturer: Makeship
Media Agency: Porter, Academy
PR: The NBP Group, Glossy