Ep134 Peter Brennan (Electric & Analog/Heaps Normal)

This is our 2nd episode in a mini-series that looks at how design can help combat stigma. For this episode we are again at the Design Conference in Brisbane, sitting on the turbine hall stage chatting with Peter Brennan, Founder & Creative Director of Electric & Analog and co-founder and head of brand for non-alcoholic beer Heaps Normal. Pete has had an amazing career, right across the globe, from art directing for Quicksilver in South Africa, directing innovation at ATOMIC 212° in Australia and working at top agencies in the UK, he has had a wide range of experience across all parts of the industry. It was through a few discussions that we thought Pete would be perfect for this mini-series, specifically around the role that Heaps Normal is taking in the alcohol category, where they are promoting mindful drinking, being conscious about what’s normal for you and trying to promote a sustainable change to Australia’s drinking habits. Their ad this July really caught a lot of attention where they suggested doing your best, cutting back, rather than complete abstinence — acknowledging that different things work for different people.  As always, a big thank you to Streamtime, our supporting partner, always finding ways to lift up the Australian design industry. Give them a try at streamtime.net