South Africa became the world’s billboard during the G20 year, and our creative industry proved its power
By Nombini Mehlomakulu:
An emblem for the South Africa-hosted G20 Summit outside the summit venue, Nasrec Expo Centre in Johannesburg. (Image: Thobile Jiwulane)
There are moments in a nation’s history when attention becomes a national asset. For South Africa, the G20 year was one such moment. Over the past twelve months, our country became a global stage, a communication platform and, in many ways, the world’s visual billboard. As Johannesburg hosted the first G20 Leaders’ Summit on African soil, the advertising and creative industries found themselves at the heart of one of the most powerful narrative shifts our democracy has experienced since the 2010 FIFA World Cup.
This was more than an international meeting. It was a year-long communications campaign that told a S...