Australia has known Coates as a hire company for decades. Almost every Aussie has been inside a Coates portaloo. But Coates is more than just a hire company and a lot more than a portaloo provider. The Royals has used the company’s most famous product as a vehicle (literally and metaphorically) to show Australia what else Coates can do.

The campaign films transform the classic Coates portaloo and into a Portal-loo, which whisks a young bloke on his first day around the different ways the company can help solve industrial problems.

Kylie Jones, group manager, marketing & brand at Coates, stated “Coates has been helping build Australia for the past 135 years and we are proud of our hire heritage. We’re not just Australia’s biggest equipment hire company – we also have extensive experience in temporary works engineering, industrial shutdown management and safety training. So we’re evolving the brand to position Coates as the end-to-end experts, equipped to take on any challenge. With this campaign and all the great strategic thinking from The Royals, we’re confident Australians will come to recognise the new Coates brand reflects our evolution from a hire company to a solutions company.”

Sebastian Vizor, executive creative director, The Royals, added, “Most know Coates as the leader of hiring out equipment from dunnies to diggers, but few know they’re actually involved in engineering and industrial solutions. So, we leveraged these misconceptions and captured the moments of realisation that Coates can offer so much more.”

The campaign was created by Nick Cole and Pat Allenby. The films were produced by Good Oil.