CPK / It was never just pizza

Since the invention of The Original BBQ Chicken Pizza, California Pizza Kitchen has always pushed the boundaries of what’s possible with food. This campaign shines some California sun on the delicious new and existing non-pizza menu items. To declare CPK was never just pizza, we riddled the campaign with sometimes subtle, sometimes very obvious tactics to cover up “Pizza.”

AGENCY: ZAMBEZI

CREATIVE DIRECTION: GAVIN LESTER / JAY MORRISON / SIMON ROSEBLADE

DESIGN/ART DIRECTION: ANNA STARK

PHOTOGRAPHY: CHELSEA KYLE