Muskoka Brewery has a great IPA Beer called Mad Tom. It’s the anti-macro-brew, if you will, the opposite of a typical beer. A liquid for the true aficionado – a different, unfiltered taste experience. And so, Mad Tom is for discerning craft beer drinker, in search of a badge of uniqueness. The advertising and communication for Mad Tom had to share these qualities while being just as authentic, eccentric and ultimately, interesting as the liquid itself. And of course, the work grounded, always, in where it’s from. Muskoka. As we say, Mad Tom isn’t for everyone. But it is for those who are ready for it.