Binance, Boomers, and Backgammon
A Ramadan film that sent Binance's Sami Khojali to the backgammon table to pitch crypto to celebrated senior players, using a centuries-old game of risk and strategy to explain digital finance without jargon. Binance gifted branded backgammon boards to media and creators at an iftar at XVA in Al Fahidi, Dubai, and played match-ups against them.
- The brief
- Over-55s in the Middle East, who make only 8 per cent of crypto investments and are put off by its jargon.
- What to borrow
- Explaining a new asset at a table where risk and strategy are already discussed lets a brand meet a sceptical generation on familiar ground.
| Brand | Binance |
|---|---|
| Agency | The Romans |
| Talent | Sami Khojali |
| Channels | digital, social, on-ground |
| Source | Communicate Online |
More from The Romans
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Binance | The Ultimate Guide to CryptoDigital/social · 2 Oct 2025 | Digital/social | The Romans | 2 Oct 2025 |
What other banking & finance brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
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|---|---|---|---|---|
| MyHassad | MyHassad $1 million monthly prizeIntegrated campaign · 26 Aug 2026 | Integrated campaign | – | 26 Aug 2026 |
| Axi | Axi brand refresh and new websiteRebrand · 20 Aug 2026 | Rebrand | – | 20 Aug 2026 |
| Al Baraka Islamic Bank | Your Summer is Better with Al BarakaIntegrated campaign · 20 Jul 2026 | Integrated campaign | – | 20 Jul 2026 |
| CBD NOW | UP by CBD launchLaunch · 15 Jul 2026 | Launch | – | 15 Jul 2026 |
| QIB | QIB Qatar Airways Privilege Club bonus Avios offer21 Jun 2026 | – | – | 21 Jun 2026 |
| Bupa Arabia | KiswaPurpose · 14 Apr 2026 | Purpose | – | 14 Apr 2026 |
| iMarkaz Invest | iMarkaz InvestLaunch · 30 Mar 2026 | Launch | – | 30 Mar 2026 |
| National Bank of Bahrain | Eidiya new banknotes 2026Festive · 17 Mar 2026 | Festive | – | 17 Mar 2026 |
More from Binance
| Campaign | Type | Agency | Date |
|---|---|---|---|
| The Ultimate Guide to CryptoDigital/social · 2 Oct 2025 | Digital/social | The Romans | 2 Oct 2025 |
| Humans of BinanceDigital/social · 9 Sep 2025 | Digital/social | – | 9 Sep 2025 |