Binance Brings Crypto to the Backgammon Board in Ramadan Campaign
The disruptive crypto leader, with creative PR shop The Romans, is reframing how older generations talk about crypto using centuries-old Middle Eastern pastimes.
With just 8 percent of crypto investments being made by over 55s, the generation gap remains a big challenge for the future of decentralized finance.
To tackle this, Binance, with the support of their MENAP agency The Romans, has launched Binance, Boomers, and Backgammon — a Ramadan campaign that reimagines how crypto education should work. Stripping away the jargon that often alienates older generations, Binance took the conversation to a setting where strategy, risk, and opportunity have been debated for centuries — the backgammon table — creating a space for organic, culturally relevant discussions about digital finance.
By aligning the centuries-old game with crypto strategy, Binance was able to create a unique place setting for a warm-hearted, humourous film that plays on the juxtaposition between tradition and innovation.
The campaign sees Sami Khojali, Growth and Operations Associate at Binance, tasked with pitching crypto as a viable investment opportunity, while attempting to keep pace with some of the country’s most celebrated senior backgammon players.
To amplify the initiative further, Binance gifted beautifully-crafted, branded backgammon boards to media and creators during a bespoke iftar at XVA in the Al Fahidi District in Dubai. They then engaged in a number of Binance vs Media backgammon match-ups to celebrate the tradition of the game and the occasion of Ramadan.
This is where Binance, Boomers, and Backgammon was born, reframing the conversation around crypto for older generations in a way that’s meaningful, memorable, and entertaining.
