King’s Cross, London’s creative neighbourhood, has unveiled its new summer campaign, “Shop It Like It’s HOT”. The multichannel push was developed in partnership with creative agency elvis. Following the success of a number of previous campaigns created by elvis which have boosted awareness for King’s Cross and Coal Drops Yard, the new push aims to communicate the elevated experience of shopping in the area’s outdoor environment during summer, in order to help the brand stand out from the rest of London’s shopping spots, promote its fashion offer and position it as a must visit shopping destination The initiative seeks to engage with young, urban, informed shoppers, as well as visitors from across London, the surrounding counties and connected regions, and domestic and international tourists, Research by elvis has shown that people think summer shopping is usually overcrowded, stark, smoggy and sweaty, and that they are looking for a solution that elevates their shopping experience, with the addition of beautiful outdoor spaces that get them closer to nature. While 2023’s summer campaign saw King’s Cross position itself as an alternative to online shopping, this year’s work moves away from this and instead showcases the area’s fashion offer and shows people why it provides a better experience than other London shopping destinations. The new campaign, “Shop It Like It’s HOT”, aims to bring the fun back into shopping. Its art direction reflects the vibrant personality of the King’s Cross area, with photography of sun-drenched outdoor spaces, bold typography, highly saturated colours, and larger-than-life models shot by Lillie Eiger dressed in pieces from the area to create a fashionable edge. A series of executions, running across digital out-of-home, paid social and digital channels, showcase summer fashion items that are “HOT RIGHT NOW” and available from King’s Cross retailers.