Pantbanken Sverige - "All Equal"

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Brand: Pantbanken Sverige

Advertiser: N/A

Title	All Equal
Advertiser	N/A
Brand	Pantbanken Sverige
Date of First Broadcast/Publication	2018 / 1
Story	During the spring Pawnshop Sweden wanted to take a stand and illustrate it's multi cultural employee as well as client base by using the most popular symbol of the nationalist, the flag, as well as the human rights symbol for equal value. Saying that ALL of Sweden is welcome. Two factors play part. 1. As a client at a Pantbanken Sverige (Pawnshop Sweden) we treat all people equal. We evaluate items not persons. In addition to this you can never end up in personal debt as the security for your loan is the goods, not your persona. To many immigrants and new Swedes gold is the core function of financial security. To many escaping horrible conditions gold jewelry is the only items of financial value they have been able to save to make the foundation of setting up a new life for their family in another country. At the pawnshop many persons find the only safe and reliable way to use the gold as security for a loan. Once settled in they can later pay back the loan and retrieve their goods or sell it and receive the profit. 2. In Sweden, as in many other parts of Europe, we are unfortunate to see a potent rise in nationalism and right wing extremism. This colours all of society, including politics, the financial sector and how immigrants are being treated. These two factors on their own, but even more so in combination, made it important for Pantbanken Sverige to take a stand and illustrate the fact that all of Sweden is welcome. Just as they do not make any difference in the different origins of the gold, they do not make a difference in the origins of people. The Pawnshop Sweden (Pantbanken Sverige) has as a business strategy to be the good example and a point of reference for the industry. In their brand DNA is to treat all equal, make discontent clients more satisfied than if they hadenever been discontent to begin with and act as the "democratic" financial service on the market with transparency and integrity.
Media Type	Outdoor/Out of Home
Chief Creative Director	Mathias Wikstrom