Pawn shops constantly face reputation problems. Consumers rarely consider pawnshops when it comes to loans due to pawnshops reputation problems. In Ukraine stepping through the pawnshop door is regarded somewhat a failure and incapability to make ends meet.

Instead of combating this image problems directly we decided to create a communication hero. Guinea pig. Fury, funny, cute guinea pig who is both tragic and comic at the same time. The little hero constantly complains about his life but unlike humans he can’t solve his problems with the money.

Humans can, all they have to do is come by “Partner” pawn shop and apply for a loan.

PS. you may ask why guniea pig is wearing a diving mask. Oh well, in ukrainian and some other european languages guinea pig is called “the sea pig”.