He's smart and always on the lookout to help when it comes to safety on the electricity grid. Max is the caramel dog who stars with the electrician in Neoenergia's new "Real Friend" campaign, which has just been launched to strengthen the company's connection with its 17 million customers - which represents a population of around 40 million people - about something so essential in everyday life: caring for electricity.

Max plays a Neoenergia electrician who represents all those who work every day to guarantee a safe energy supply in the concession areas where the company is present in five states and the Federal District. "This is the first time I've taken part in a campaign. This way, my work gains more reach among customers who need to be increasingly vigilant to prevent accidents," says electrician Felipe da Cunha Almeida.

More for you

As a continuation of the concept "More for you", launched in March this year, the new campaign focuses on the customer to show how Neoenergia is by the side of consumers at all times, especially to guide them to avoid accidents.

This is when Max enters the scene in a duo with the electrician to warn customers about the risks of certain activities near electrical wiring, such as: carrying out construction and renovation work, flying kites, pruning trees, picking fruit with metal rods and installing antennas. In the first half of this year alone, the number of accidents involving kites rose by 54% compared to the same period in 2024 and the number of customers affected by these incidents grew by 10.58%. The campaign also warns about the dangers of clandestine connections with improvised wires for energy theft, which is a criminal practice.

Another of the company's objectives is to value the commitment of the five distributors - Neoenergia Brasília (DF), Neoenergia Coelba (BA), Neoenergia Cosern (RN), Neoenergia Elektro (SP/MS) and Neoenergia Pernambuco (PE) - far beyond the energy supply business, strengthening the Neoenergia brand in the various states where the company operates.

"The concept of the latest campaign 'More for you' reinforces the connection with our customers, reflecting the company's commitment. With this inspiration, we created an original message about the importance of network safety, in which the electrician and Max the dog form a partnership to strengthen the relationship of trust and closeness that the Neoenergia brand establishes with consumers on a daily basis," explains Lorenzo Perales, Neoenergia's Marketing Director.

Created in partnership with Propeg, the "Amigo de verdade" campaign has a media plan in all concession areas with films and other advertising pieces that will be shown in communication vehicles and on digital platforms until the end of October this year.