The Brief
In 2025, South Africa hosted the G20 for the first time and became the first African country to chair the forum. Netflix, in collaboration with DIRCO and Brand South Africa, saw a strategic opportunity to showcase what makes South Africa special; our music, people, culture and food, to drive excitement about investment in the country within the business community.
Strategy / Concept
To capture the country’s vibrant energy, we introduced a fictional character: the Minister of Enjoyment. This self-appointed cabinet member isn’t here for politics – they exist solely to promote pure vibes. Dressed in a slick suit, floral shirt, and shades that mean business, the Minister embodies the spirit of South Africa, guiding audiences through the experiences, people, and places that make the country one of the most exciting, beautiful, and inclusive destinations on the planet for production, tourism and business.
Credits
Agency: Iconic Agency
Minister of Enjoyment: Jason Golaith
Minister’s Assistant: Chuma Bentele
Stunts and Action Vehicle: Yaseen Damon
ECD: Andrew Kirkby
Creative Director: Thabiso Junior Ntuli
Creative Director: Warrick Sherrell
Copywriter: Ethan Philadner
Producer: Elma Roux
Producer: Lisa Auret
Production Coordinator: Mbali Moloisi
Production Assist: Patrick Nsenga
Director:Adam Hansen
DOP: Alex Ortsheit
Set Art Director & Stylist: Justin Jurd
Props Assistant: Skye Jooste
Hair & Makeup: Dale Titus
Post Manager: Mathew Reeler
VFX: Declan Manca
Colourist: Kyle Stroebel
Editor: Adam Hansen