Alceu Valença and BaianaSystem debut a Neoenergia song urging Carnival crowds to stay safe around power lines in Salvador and Recife.
A first-time Carnival collaboration
Carnival 2026 brings an unusual pairing: Alceu Valença, marking 80 years with a national tour, joins BaianaSystem, the 2025 Latin Grammy winner, as the faces of Neoenergia’s new awareness push.
The campaign, titled “Seja inimigo do fim,” uses music as a public-service tool, focusing on two of Brazil’s biggest street parties—Salvador (BA) and Recife (PE)—which together draw more than 7 million revelers every year.
“Bringing Alceu Valença and BaianaSystem together for the first time shows how Brazilian culture can help us reach thousands of people with something that can’t be forgotten—even during Carnival: power-line safety.”
That is how Marketing Director Lorenzo Perales frames the company’s decision to lean on music for a second year in a row to turn a catchy hook into a practical reminder.
Why the warning matters
Figures cited from Abradee (Brazil’s electricity distribution association) highlight the stakes: from January to August 2025, Brazil recorded 478 accidents involving the electric grid, with 176 deaths.
In 2024, there were 627 such accidents nationwide, including 258 fatal victims. The data points to preventable incidents, often caused by accidental contact—exactly what this safety message targets.
The behaviors the campaign flags
Developed with the agency Propeg, the campaign focuses on everyday choices that become riskier during packed street celebrations, when people improvise and visibility drops.
The core guidance is straightforward: don’t climb utility poles, avoid illegal connections, and don’t throw streamers—paper or metallic—toward overhead wires. It’s advice for Carnival, but also for the rest of the year.
Alceu frames the track as a frevo-driven reminder that small precautions help keep the party going without turning the street into a hazard zone.
BaianaSystem frontman Russo Passapusso says the collaboration proves that Afro-Brazilian rhythms, electronic textures, and regional sounds can also carry an educational message about safer energy use.
Where “Inimigos do fim” will be heard
“Inimigos do fim” will play on Alceu Valença’s trio in Recife (PE) and on BaianaSystem and Fissura’s circuits in Salvador (BA), while the wider campaign runs across radio, digital channels, and print.
A music video will also run on the company’s YouTube, Instagram, and TikTok channels. Neoenergia points audiences to the YouTube video to watch and listen.
Instagram contest
To boost engagement, Neoenergia created an Instagram contest offering giveaways plus invitations to Carnival boxes and blocos in both Salvador and Recife.
The proposed mechanic is to follow @neoenergia_oficial and tag as many people as possible per post as “inimiga do fim” for Carnival. The winner is whoever posts the highest number of valid-tag comments.
Why music is the strategy again
The approach follows measurable results: in 2025, the “Energia é Folia” campaign featuring Carlinhos Brown reached millions, generated organic media buzz, and won the 2025 Aberje Award as best national campaign in the Client/Consumer category.
This year, the company doubles down with a cross-generation collaboration designed to turn attention into prevention—without dimming the celebration.
Photo: André Lopes / Divulgação Neoenergia
