Binance, the world’s largest cryptocurrency exchange by trading volume and users, has launched a new campaign aimed at redefining crypto marketing by focusing on the authentic stories of the ‘Humans of Binance’.
The campaign is designed to humanise crypto through authentic storytelling and aims to engage audiences beyond the traditional crypto community by spotlighting real people whose lives have been transformed by blockchain technology and Binance’s ecosystem.
The ‘Humans of Binance’ campaign is running across multiple channels throughout the region, including the brand’s regional Binance MENA social channels, the global landing page, key opinion leaders (KOLs), and through press announcements.
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The first installment of Humans of Binance spotlights 57-year-old Luis from Latin America, who turned to crypto as a way to stay financially active and connected with a global community. Through Binance Academy, Luis built his knowledge from the ground up, discovering new opportunities to protect and grow his wealth. Beyond his own journey, Luis also creates accessible content that demystifies blockchain technology for everyday users and mentors others in navigating the world of Web3.
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The campaign intends to demonstrate Binance’s continued commitment to its community-centric approach, even in brand campaigns. By focusing on emotional narratives that resonate with everyday users, Binance is taking a different path from the typical crypto marketing playbook filled with technical jargon and hype.
In conversation with Campaign Middle East, Rachel Conlan, Chief Marketing Officer, Binance, says, “This is just the beginning. We’ve invited our 285 million-strong user base to share their personal crypto journeys — and we’ve already received thousands of powerful, inspiring stories. The campaign will run globally, highlighting diverse voices from every corner of the world.”
As a result, this has, now, turned into a full-fledged content series running under the hashtag #Humans of Binance, where various people from around the region and across the globe are sharing similar stories.
Through diverse stories — from retirees embracing new financial skills to parents securing their children’s futures and more — Binance aims to build deeper brand trust and fostering a sense of community around the promise of financial empowerment.
Users in the Middle East region have also been incentivised to share their own experiences. The most inspiring stories under the hashtag #HumansofBinance will be brought to life as short animated films, with selected contributors rewarded from a prize pool of $8,000 in USDC — a cryptocurrency stablecoin pegged to the US dollar that is considered to be the world’s largest regulated digital dollar.
The campaign idea was conceptualised in-house by the Binance marketing team. To bring the campaign to life, Binance worked with Funtopia, who served as its production partner, handling all aspects of production, from filming to post-production.
“This speaks to the depth of our brand and creative teams,” Conlan added, “Our internal team possesses a first-hand understanding of our community’s spirit and the diverse, human stories that drive the Web3 ecosystem. They defined the core strategic vision which is to move beyond the technology and showcase the passionate individuals who are building the future every day.”
By blending creativity with measurable results, the ‘Humans of Binance’ isn’t just driving awareness; it aims to build trust, shift perceptions and turn crypto from a niche conversation into a global movement.
Conlan concludes, “This isn’t just a brand campaign. Humans of Binance has evolved into a creative movement — one that flips the narrative from hype and headlines to humanity and impact. Instead of talking about crypto in abstract terms, we’re showing what it means in people’s real lives: empowerment, access, and transformation.”
CREDITS:
Client: Binance
Production partner: Funtopia
