King’s Cross, London’s creative neighbourhood, has unveiled its 2022 Christmas brand campaign, Shop Off-Piste This Christmas - the first to launch since King’s Cross appointed ELVIS as its lead creative agency for all consumer marketing and brand activity earlier this year.
The objective of the brief was to present the neighbourhood as London’s must-visit Christmas shopping destination to those from across London and the home counties, while also reaching King’s Cross office workers, residents, Central St Martin’s students and the local community.
The resulting campaign was based around a key insight: that Christmas shopping can be an overwhelming and stressful experience and that people are seeking more meaning and connection at this time of year.
Shop Off-Piste This Christmas aims to position King’s Cross as the antidote to the ordinary, stressful Christmas shopping experience. At King’s Cross people can glide from shop to shop in a traffic-free oasis, away from the hustle and bustle of other London shopping destinations.
A series of executions use the visual device of mountain peaks at sunrise - spliced with the rooftops of Coal Drop Yards - to bring to life the magical feeling of discovering King’s Cross this Christmas.
The campaign activity includes out-of-home, digital-out-of-home, social, digital, a print partnership with Metro and several on-site activations.
Media planning and buying has been managed by The Media People, PR by Four Communications, social and eCRM activity by Garden State and site dressing and event management by Kit & Caboodle. Photography is by Lily Eiger, who attended Central St Martin’s, part of the King’s Cross neighbourhood.
This professional campaign titled 'Shop Off-Piste This Christmas ' was published in United Kingdom in November, 2022. It was created for the brand: King's Cross, by ad agency: Elvis. This Digital and Outdoor media campaign is related to the Hospitality, Tourism, Recreation, Leisure, and Retail Services industries and contains 3 media assets. It was submitted about 1 year ago by Owner: Julia Conroy of Julia Conroy Limited.
Creative agency: ELVIS
Rob Griffiths - Creative Director
Neale Horrigan - Executive Creative Director
Keelie Lynch - Business Director
Emily Downes - Account Manager
Tom Gudgeon - Head of Design
Ross Nathan - Designer
Tabitha Corsin - Producer
Lottie White - Production Director
Nick Swaffield - Senior Retoucher
Oliver Batho – Retoucher
Sarah Huby-Jones - Artworker
Bene Tanser - Senior Motion Designer
Anel de Bruyn – Senior Motion Designer
Rhys Clarke - Motion Designer
Pui Yi Peri Chiu – Motion Designer
Jason Garfield – Head of Motion
Camilla Yates - Strategy Director
Lily Eiger - Photographer
Phoebe Mead - Photographer's Agent
Samantha Turpin - Senior Producer
Ana Alonso - Producer
Liberty Adams - Production Assistant
Annika Ahles - Production Assistant
Lucy Upton-Prowse - Fashion Stylist
Olivia Moore - Fashion Stylist Assistant
Emma Reagan - Make-up Artist
Eliot McQueen - Hair Stylist
Giles Smith - Digital Operator
Richard Bartram - 1st Lighting Tech
Shellie Seymour – talent
Fabio Manuel - talent