Emicida, one of Brazil’s most celebrated rappers, partnered with iFood (Brazil biggest restaurants marketplace) to create a powerful campaign celebrating delivery workers—the beating heart of the gig economy. Commissioned by iFood, he wrote and performed “Rap do Motoboy” for his new album, an anthem that uplifts and dignifies delivery people. The surprise music video premiered in app notifications: unsuspecting delivery drivers were directed to a secret party, where Emicida performed live in their honor.

But the campaign didn’t stop at music. Working through his Lab Fantasma brand, Emicida also launched an exclusive fashion line for delivery workers, featuring branded jackets, shirts, and protective gear. These were distributed via the official iFood “Portal do Entregador” and the Loja do Entregador—enhancing both visibility and pride among drivers.

This campaign skillfully blended music, fashion, and purpose—elevating delivery workers’ public image and strengthening iFood’s connection with its workforce by celebrating their daily grind in a bold, culturally resonant way.