Vanti Marks the Celebration of the Virgin of Carmen by Seeking to Convert Colombians to Natural Gas

In the month of July, hundreds of Colombians come together to honour the Virgin of Carmen. Between parades and horns the drivers of the country make processions in her name to celebrate the patron saint of this community. Making this celebration the perfect moment for Vanti, the service company dedicated to the commercialisation of natural gas in Colombia, together with VMLY&R COMMERCE | Geometry, to deliver a strong message to encourage the conversion of vehicles to natural gas vehicles, a cleaner fuel with lower emissions of CO2 and particulate matter.

The commemoration of the Virgin of Carmen is well known for the protection that drivers ask for on the streets and highways. A celebration that, although it has its origins in the religious sphere, has transcended to a cultural celebration that attracts people of different cults around the sense of community that the guild has.

However, it is also true that vehicles powered by fossil fuels in Colombia account for 78% of the air pollution that has a direct impact on health, ecosystems, and increased greenhouse gas emissions. Faced with this, Vanti decided to use the most representative image of the day to give a message of 'evangelisation', with a series of prints showing various vehicles wrapped in a haze of pollution, accompanied by the simple but effective Call to Action: 'Convert'.

With this initiative, Vanti, together with VMLY&R COMMERCE | Geometry invited Colombians to switch to Natural Gas Vehicles - NGV - which, only in 2022, avoided the emission of more than 148 thousand tons of carbon dioxide and in general. NGV is the cleanest fuel available by reducing emissions of nitrogen oxide (NOx) by 80% and reactive hydrocarbons that are the main ingredient of smog, up to 95%.

The print and digital advertising was present in the various caravans organised by Vanti, where drivers who already use NGV were replicators of the message that is part of the campaign: To advance is to breathe new air.