G20's fake lake "Ignytes" cheeky campaign for LifeEXPERIENCES.ca

The Theatre of the Absurd has found a new home: Toronto

OAKVILLE, ON, June 16 /CNW/ - Nothing inspires creativity like absurdity. So when the folks at LifeEXPERIENCES.ca (http://www.lifeexperiences.ca/home.php), the ultimate site for spectacular gift-giving options, discovered the federal government is spending $1.9 million to build an exhibit featuring a Muskoka-like "fake lake" for the G20 Summit, they were truly inspired. Inspired to take their incredulity public via a billboard overlooking one of Canada's busiest highways.

LifeEXPERIENCES.ca turned to the brainy creative marketers at Ignyte (http://ignyte.ca/) to craft a cheeky billboard message - which will be seen by international journalists and world leaders as they arrive at the Summit and participate in motorcades within the area via the Q.E.W. (South Service road in Oakville, east of Trafalgar), as well as Canadians ticked off by the f-lake tax-dollar-paid investment. The massive billboard, illustrated by the image of a businessman in full flight, arms and legs outstretched, carries the message: 'G20. Go jump in the lake.' Satire confronts stupidity. And wins.

"Creative ridicule is the only possible response to a ridiculous idea," says Ignyte Partner Geoffrey Bailey, explaining the inspiration behind the saucy billboard. "Connecting public outrage to a creative idea is a great marketing opportunity."

To further drive home support for the highway billboard, Ignyte will employ its weekly ongoing campaign with CHUM-FM, which features "live-read" 60-second spots every Friday during Roger, Darren and Marilyn's popular drive-time morning show. In the week leading up to the start of the Summit, the number of spots satirizing the artificial lake will be ramped up.

A social media campaign driven by Facebook and Twitter has also been developed to capture creative ideas on how to enjoy the fake lake via lifeexperiences.ca/g20fakelake. The Canadian with the best idea will win a "real" lake experience with a $500 Life Experiences gift card. In addition, anyone who joins the LifeExperiences Facebook page (http://www.facebook.com/pages/LifeEXPERIENCES/30111841064) will receive a $10 discount towards a purchase of a Life Experience.

Feeling it their public duty to help salvage an internationally humiliating situation through dry wit, a Canadian staple, the LifeEXPERIENCES.ca team mobilized their gift partners and came up with a series of creative adventures those visiting this absurdly expensive artificial water-filled folly could enjoy on the spot.

"Life is about experiences and it's our job to help people find the best of them, even if we only have a couple of inches of water to work with," explained Murray Milthorpe, LifeEXPERIENCES.ca's Chief Experiences Officer.

Whether you're a visitor to our fair city or an outraged resident, enjoy Canada's two inches of fake lake by taking advantage of these G20-themed Life Experiences gift ideas:

    -   Le Scandinave Spa
    -   Helicopter ride over Niagara Falls
    -   White water rafting
    -   Hot tub
    -   A sunset cruise
    -   Banff Springs getaway
    -   Fly fishing
    -   Whale watching

    About Ignyte

Ignyte is a company dedicated to rescuing and renewing underperforming brands. They turn losers into winners and winners into champions. They're a highly experienced group of no-nonsense, thinker-doers who have fought in every trench in every war that marketing has to offer. "There's not much we haven't seen," said Bailey, "but this fiasco takes the cake!"

    About LifeEXPERIENCES.ca

If the thought of giving a perfect gift makes your heart skip a beat, we have some advice. Seize the moment. As you explore our website, you'll discover quite the collection of life experiences to choose from, in every price range and for every occasion. And not just the usual ones such as Christmas, Valentine's Day, Easter, weddings and birthdays. Find gift inspiration for a retirement send-off, a baby shower, a graduation and even a housewarming present! And, with the help of our easy-to-use Giftmatcher, you'll be assured of achieving gift-giving perfection. We offer you a certain route to making someone you know very happy. And, in the process, making yourself a truly gifted gift-giver. Life Experiences. Gift giving perfected.

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available at http://photos.newswire.ca. Images are free to accredited members of the media/


For further information: For further information: Netta Rondinelli, Media Profile, O: 416-342-1832, C: 416-303-0599, Netta.rondinelli@mediaprofile.com

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