"Game over", "0 lives left and "you lose use imagery most young people associate with computer games. The posters capture how easy it is to be involved in a traffic accident by not paying attention.
Following the agency's recent "my house cinema commercial for the DTLR, the posters also promote the statistic that traffic is the biggest single killer of 12- to 16-year-olds. Last year, 15 11- to 15-year-old pedestrians were killed and more than 8,500 injured on the roads, despite being taught safety awareness from an early age. Research has shown that using gaming vernacular, and showing when players are beaten, is a powerful way of illustrating to teenagers they could also be "beaten by traffic.
The campaign, planned and bought in-house, breaks nationally on 6 June with the "game over execution.
The other two posters are set to break later in the month to coincide with a secondary school lesson plan developed by the DTLR as part of its ongoing "Think! road safety campaign.
"These posters invade the mind of a teenager to make them think about their safety. Comparing their own death to a computer game character made road safety more of a consideration for teenagers, the account director, Kate Hopkins, said.
The campaign was written by Jon Lilley and art directed by Andy Bunday, and the graphics were designed by Mecompany, a London design company that has worked on PlayStation games.