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Colby Effler's Pizza Party

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Colby Effler & Partners extends the impact of outdoor ads, literally, in its first campaign for California Pizza Kitchen.
The billboards, utilizing CPK's traditional yellow-and-black color scheme, went up in Southern California last week. Each was strategically placed above a local business that signals the theme for the advertising.
For example, a board above a florist reads, "Because giving her a dozen fresh tomato pizzas seems a bit excessive." Another, above a dentist's office, states, "They prefer you lay off the Garlic Chicken Pizza before your appointment."
All the ads are placed within five miles of a CPK restaurant.
"The goal of the campaign is to get people who go [to CPK] to go more [often]," said Rick Colby (shown here), president and executive creative director of the Santa Monica, Calif., agency.
The shop contacted all the businesses involved, Colby said.
Six of them agreed to serve CPK pizza last week to promote the campaign, he added.
The boards will appear through Sept. 1.
--Teresa Buyikian