The “Día de la Virgen del Carmen”, in the month of July, is a commemoration that brings together Colombian motorists. Between parades and horns, drivers carry out processions with their decorated cars, trucks, buses and other vehicles to celebrate the patron saint of the guild.
It is a cultural celebration that, however, intensifies the particulate emissions produced by fuels such as gasoline and diesel. That is why the energy company Vanti took this opportunity to reaffirm its commitment to sustainability and launched, together with the agency VMLY&R COMMERCE | Geometry, a new campaign titled “Conviértete” (become a believer).
Through this initiative, Vanti delivers a strong message to encourage the conversion of vehicles to natural gas. The company used the most representative image of the Virgen del Carmen to give the message of “evangelization”, with a series of prints showing various vehicles wrapped in a mist of pollution, accompanied by the simple but effective call to action: “Conviértete”.
This celebration, which has its origins in the religious field, has transcended into a cultural festival that attracts people of various faiths around the sense of community they have as a guild. However, it is also true that vehicles powered by fossil fuels in Colombia represent 78% of air pollution that directly affects health, ecosystems and increases greenhouse gas emissions.
So, Vanti and VMLY&R COMMERCE | Geometry invite Colombians to switch to CNG vehicles which, in 2022 alone, prevented the emission of more than 148,000 tons of CO2.
Print and digital advertising was present in the different caravans organized by Vanti, where drivers who already use natural gas replicated the message that is part of the campaign: “Moving forward is breathing new air.”