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Department for Transport

Leo Burnett, London

[3.06.043]

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The life of a young adolescent can be
very exciting, and meeting one’s friends
is a chance to laugh, gossip, and fool
around. The bunch of kids in this spot
preserve the carefree moment on their
camera phone to remind them later of
the fun they once had together. Yet this
day will remain etched in their memories
for another reason as one of them
crosses the street without looking and is
suddenly hit by a car that fails to stop,
and is tossed up into the air. Tagline:
“55 Teenagers a week wish they’d given
the road their full attention.”

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The life of a young adolescent can be very exciting, and meeting one’s friends is a chance to laugh, gossip, and fool around. The bunch of kids in this spot preserve the carefree moment on their camera phone to remind them later of the fun they once had together. Yet this day will remain etched in their memories for another reason as one of them crosses the street without looking and is suddenly hit by a car that fails to stop, and is tossed up into the air. Tagline: “55 Teenagers a week wish they’d given the road their full attention.”

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