The epic global battle between standard taxi drivers versus Uber arrives in Brazil. We made a micro-site so people could stand against or in favor of the service on social networking sites. On the day that the mayor of São Paulo, Fernando Haddad, was assigned the decision, we projected the results on a building near the voting site, where there was a huge demonstration of taxi drivers against Uber. This projection had more than 50 phrases of encouragement supporting the free population choice and showed how Uber loves Sao Paulo. The projection lasted only seven minutes due the violent intervention of some protesters, but there was enough time to cover the major newspapers and websites in the country. What was the most significant part? The mayor postponed the decision on the prohibition of service, reopening the discussion on urban mobility in São Paulo.