Hennessy Mixtalks: Mixing Spirits and Stories
In an industry where craftsmanship meets creativity, Moët Hennessy sought to capture the essence of mixology in a way that would resonate with bartenders and cocktail enthusiasts worldwide. Collaborating with C3 Creative Code and Content, we brought this vision to life through HENNESSY MIXTALKS, a long-format, podcast-style video series that invites viewers to experience the art of blending – not just in cocktails, but in life itself.
A Unique Take on Storytelling
At the core of the HENNESSY MIXTALKS series is the idea of bringing together individuals who embody the spirit of blending multiple talents and passions. Hosted by award-winning mixologist Oliver von Carnap, the series was designed to offer more than just conversations about drinks. It delves into the lives of its guests, who, like a well-crafted cocktail, are a fusion of varied experiences and ambitions.
Each episode of the series takes place in a bar, an environment where deep, honest conversations naturally unfold. The relaxed yet intimate setting provides the perfect backdrop for the stories of individuals who are not only masters in their respective fields but also bring something more to the table – a secondary passion that complements their primary craft. For example, in one episode, we meet Daniel Fahrländer, an IT specialist by day and a rock singer by night, and Lili Wolf, a pioneer of the niche sport Roller Derby and a car paint specialist.
Through these dialogues, the audience connects with the brand in a meaningful way, experiencing Hennessy not just as a premium spirit but as a symbol of heritage, passion, and authenticity.
Capturing Authenticity with Sven Marquardt
Visual storytelling plays an equally vital role in HENNESSY MIXTALKS. The series’ visuals were shaped by none other than Berlin-based photographer and Berghain bouncer legend, Sven Marquardt. Known for his raw, analog photography style, Marquardt shot the entire campaign using only natural light, lending the series a distinctive look that reflects both the timeless nature of Hennessy and the genuine personalities of its guests.
His photographs, much like his subjects, capture moments that feel unfiltered, real, and grounded. This choice of photographer and shooting style aligned perfectly with Hennessy’s brand ethos, blending heritage with a contemporary edge.
Bringing Hennessy’s Heritage to the Modern Mixology Scene
Hennessy, with its 250-year legacy of craftsmanship, has countless stories to tell. The HENNESSY MIXTALKS campaign serves as a modern extension of this tradition, presenting the brand’s values in a format that resonates with today’s audience. As Urs Hessenauer, Marketing Director at Moët Hennessy, put it,
The bar, where premium drinks are served, is simply the perfect setting for the “mixtalks” – it’s a place where stories naturally unfold, just as Hennessy’s heritage does with every blend.
The campaign tapped into the 2020’s growing interest in long-form, podcast-style content, where viewers seek deeper, more meaningful engagement rather than quick, surface-level interactions. By focusing on mixologists who are, in a sense, storytellers themselves, HENNESSY MIXTALKS added a layer of narrative that goes beyond product promotion. It’s an invitation for the audience to see themselves in the stories being told – and perhaps, to reflect on their own blend of talents and passions.
A New Benchmark for Content Marketing
This project was close to our hearts. It was an opportunity to showcase the creative depth of both C3 Creative Code and Content and Moët Hennessy. Karsten Krämer, C3’s Managing Director, highlighted this collaboration as a prime example of how compelling content concepts can elevate a brand’s marketing efforts. Krämer said:
HENNESSY MIXTALKS demonstrates our ability to fully integrate content marketing with campaign execution, producing high-quality, engaging narratives that align with brand values.
The seamless partnership between our in-house production team at C3 and Hennessy allowed for a unified creative direction that brought the campaign to life, achieving far more than a standard promotional effort. It positioned Hennessy as a brand that not only values tradition but also embraces modern forms of storytelling.
Inspiring a Global Audience of Mixologists
At its heart, HENNESSY MIXTALKS is about connecting with the global mixology community – a network of creative professionals who see cocktail making as an art form. By spotlighting individuals who blend diverse talents, we gave mixologists around the world a platform to share in the spirit of innovation and craftsmanship. And just as Hennessy blends its eaux-de-vie to create a timeless flavor, these conversations blend diverse passions to create something truly unique.
TEAM
Agency: C3 Creative Code and Content
Client: MöetHennessy (now LVMH)
Executive Director: Peter Kasza
Campaign Strategy: An-Fu Rueß
Content Strategy (Podcast): Matt Jaro
Creative Direction: Matt Jaro
Host: Oliver von Carnap
Video Director: Matt Jaro
Producer: Alf Erdt
DP: Namche Okon
2nd Camera: Benjamin Zecher
Edit, Sound & Color: Matt Jaro
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