Marcelo Freixo was a candidate for mayor of Rio de Janeiro in 2012. Backed by the streets and social networks, showed mobilization force and has established itself as an innovative way of political campaigning. We were invited to create and develop the identity of his campaign, understanding the responsibility of the moment, seeking the essence of the relationship between the representative and their constituents, and believing that politics is a process of cooperation for the common good. The only way to do our job and combine many spontaneous movements was seeking this essence, this truth, appreciation of individual and collective strength that shows its face, that is not afraid of confrontation. Our proposal has established itself as a great opportunity to do different thinking in the simplest way.