With 24-hour service from 13/02 to 18/02, MetrôRio launches a jingle-led campaign and a biodegradable glitter booth at Carioca/Centro station.
As Carnival ramps up in Rio, the operator is introducing “Vem brilhar 24 horas no metrô” (“Shine 24 hours on the metro”), a campaign designed to encourage good rider behavior and reinforce safety and etiquette across the metro system during Carnival 2026.
The initiative features a special jingle from MetrôRio’s own bloco, performed by samba singer and interpreter Bico Doce, aiming to reach riders with educational and safety messages in a light, festive tone.
Created by agency Made, the campaign brings illustrated messages to stations, trains, and MetrôRio’s social channels. It highlights 24-hour operations during the period and encourages riders to use contactless “tap to pay” to speed up access on busy days.
It also spotlights everyday conduct and key rules: dispose of trash properly, don’t urinate on the floor, avoid fights, and prevent harassment. Safety reminders include staying behind the yellow line, using stairs carefully, not holding train doors, and never entering the tracks.
“Estação do Brilho” activation
Beyond signage and digital content, the campaign includes the “Estação do Brilho” (“Shine Station”) activation, featuring a biodegradable glitter booth for revelers heading to street parties.
It runs on Carnival weekend, 14/02 and 15/02, from 7 a.m. to 1 p.m., at Carioca/Centro station—one of the main access points to the Preta Gil Circuit.
“Conscientizar o público carnavalesco é sempre um desafio. Os foliões querem se divertir, e as campanhas de marketing podem passar facilmente despercebidas. Todos os anos, o MetrôRio procura sempre inovar e trazer, com muito do humor e estética, mensagens importantes que chamam atenção do público em meio a um mar de anunciantes. Além das campanhas educativas, procuramos este ano surpreender os nossos clientes com uma ação simpática que conversa bem com o carnaval, que é a cabine de glitter”, afirmou Simone Pfeil, gerente Comercial e de Marketing do MetrôRio.
What the messages emphasize
MetrôRio’s key points include the special 24-hour service from 13/02 to 18/02 and the push for contactless payment. The campaign also addresses harassment prevention (“Harassment is a crime. Report it”), discourages конфликт behavior, and reinforces safety tips like minding the yellow line, paying attention on stairs, and not holding train doors.
About the jingle
The “Metrô Carnaval 2026” jingle carries a playful tone while underscoring the campaign’s pillars: continuous operations, safer trips, and easy “tap to pay” during peak Carnival demand.
Photo: Disclosure
