Department for Transport 'Teenage road safety' by Leo Burnett

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Every week, 55 teenagers are seriously injured on Britain's roads, and the new Department for Transport ad campaign demonstrates that they need to stay alert. The 40-second spot, created by Leo Burnett, uses a mobile phone and a group of teenagers who live in and around the Stoke Newington area in North London, none of whom are actors. It shows them laughing and joking on a street. As the shaky camera action follows the group down a street, one of the gang walks into the road and is hit by a car. The strapline reads: "55 teenagers a week wish they'd given the roads their full attention."

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Released: 23 August 2005

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Credits

Project
Teenage road safety
Client
Lisa Gossage, publicity officer, Department for Transport
Brief
Trigger teenagers to think twice at the roadside
Creative agency
Leo Burnett
Writers
Paul Jordan, Angus Macadam
Art directors
Paul Jordan, Angus Macadam
Planner
Becky Barry
Media agency
Carat
Media planners
Katy Harkness, Emma Sheehan
Production company
Gorgeous
Director
Chris Palmer
Editor
Paul Watts, The Quarry
Post-production
Tom Sparks
Audio post-production
Wave
Exposure
National television, cinema

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