King’s Cross shopping district is aiming to position itself as a “distinctly different shopping destination” in a new campaign.

Titled ‘Shop Out There’, the creative will aim to set King’s Cross and Coal Drops Yard apart from the average high street.

Devised in collaboration with creative agency Elvis, the marketing drive will capture the “relaxed” atmosphere of the shopping district during spring and summer by using wide-angle shots, spring colours and backdrops.

Chrissy Cullen, place marketing director, Related Argent, said: “King’s Cross has creativity and curation at its heart, helping us to create a truly distinctive shopping experience. With ‘Shop Out There’, we’re building on that idea and giving people a reason to break free from the ordinary.

“It’s a celebration of doing things differently – from the retailers we champion to the way we express ourselves in our campaigns.”

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Models for the campaign are dressed in pieces sourced from retailers in King’s Cross, with photography by Lillie Eiger.

It will run across digital-out-of-home, social and digital channels.

Alex Vasile, creative director, Elvis, added: “We wanted to build on the Christmas campaign and push it even further, while staying true to the energy and individuality of the brand.

“This work is about celebrating creativity as a powerful differentiator, something that helps King’s Cross stand out in a crowded retail landscape.”

The Media People managed planning and buying for the work.