"Goldstar" is the leading beer brand in Israel. It is positioned as "beer for Real Men". Recently, a light beer was added to the brand family. The campaign's goal was to create awareness for the new subbrand and to make it a legitimate choice for men.

The Campaign invited users to report "Light" Behaviour of male friends by uploading pictures of these friends performing a "light activity" (such as eating a salad). The people appearing in the pictures were notified and were given a chance to prove their masculinity.