Head into the city on a busy Friday or Saturday night and you’ll see that our behavior isn’t too different to that of migratory animals. We never sit at one pub, house party or club. We constantly move like a herd with the group, visiting different watering holes on our travels as the great migration of the night takes place all over the country.We showed this nocturnal migration using the Tooheys Extra Dry brand icon of a stag. But executing the idea was much more than just bringing this brand icon to life. It was important that people could see themselves in the deer. From heading out for the night, strutting down the street, hitting a busy club or grabbing a kebab at the end of a great evening. These are the ‘human’ moments that resonate with people and connect them to the ad.