A still from 'Your Future. Your Choice' by CoinMENA.In an effort to redefine crypto advertising in the region, CoinMENA has launched its debut campaign, Your Future, Your Choice, to raise awareness around the benefits of cryptocurrency.
Through two short films, CoinMENA addresses two universal challenges: rising living costs and the struggle to grow savings.
“Through this campaign, we seek to redefine the crypto narrative in the MENA region, shifting focus from speculative trading to Bitcoin as a tool for financial resilience and long-term wealth preservation,” said Zeid Bataineh, Marketing Director, CoinMENA.
He explained that the lack of understanding around Bitcoin shaped the insight that inspired the campaign, which “aims to educate while connecting emotionally, addressing real-world struggles in a relatable and engaging way.”
“This is where our campaign begins: inflation isn’t inevitable, and saving is possible with Bitcoin. We chose to focus on Bitcoin because it’s uniquely designed to protect against devaluation, serve as a reliable savings vehicle, and empower individuals to stay ahead,” said Bataineh.
In the first film, a young man looking to pay his rent is strongarmed by mobsters into emptying his wallet, a situation many can relate to as rent prices rise year after year. In the second film, the same man tries to grow his savings, only to watch helplessly as a mobster clerk and his gang pocket his hard-earned cash, leaving him with a single coin in ‘interest’.
The scenes aim to cleverly flip the script from how difficult it is for the average person to grow their savings with a call to action to opt for Bitcoin as a ‘reliable alternative’, to ‘protect against currency devaluation and provide a stable savings vehicle’.
The undercurrent elements of humour in both films hope to address a reality far too many people recognise in a lighthearted manner.
“Tackling real-life challenges can be tricky, but humour is a natural way people cope,” said Serge Asaad, CEO, Bigsea. “With CoinMENA, we leaned into the humour and absurdity of these real-life situations and dialed it up fifty notches so that it strikes the right nerve, without hitting too close to home.”
The films’ set design and style intentionally drew a contrast between outdated financial practices in place to tackle modern challenges. “This contrast puts today’s challenges into perspective. we shouldn’t still be dealing with outdated systems when modern solutions — like CoinMENA — are right in front of us,” said Asaad.
In terms of challenges during the conceptualisation of the campaign, Asaad explained that “from a production standpoint, strict budgets and tight deadlines,” were the obvious ones. However, he said that “creatively, the real test was striking the right balance by delivering a bold, unapologetic message without stepping on toes.”
“In a content-saturated world, we wanted to create something that would stand out, grab attention, and spark thought,” added Bataineh.
Ultimately, through the tools of humour and smartly crafted satire, CoinMENA hopes its debut campaign has “the power to make people laugh, think critically, and ultimately take action.”
Crafted to “offer a real solution to a serious problem”, CoinMENA’s Your Future, Your Choice aims to offer more than an alternative to financial success, but a sense of control and optimism as well.
Credits:
Client: CoinMENA
Marketing Director: Zeid Bataineh
Lead Creative: Haya Al-Khalidi
Social Media: Areej Salem
Performance Marketing: Najib Nimri
Creative Production House: Bigsea
Creative Director: Serge Asaad & Carl Khoury
Copy: Carl Khoury
Art & Set Design: Bigsea
Director – Producer: Serge Asaad
Line Prod.: Mazen Abusrour
DOP: Drona Antony
Gaffer: Roland Baghdady
1st AC: Koko
Post Production: Bigsea
Hair & Make up: Ziwei Lu
Colorist: Dmitry Litvinov
Photography: Serge Asaad
