Martín Berasategui Global brand story.
A hand on the stars and both feet on the ground.
Michelin stars are the Champions League of world cuisine, which is why Martín Berasategui is the most important chef in the history of Spain. With 12 Michelin stars, he is also third on the world list. He has nearly double the stars of the next Spanish chef (7). This position is not the result of a stroke of talent. It comes from meticulous work to build a structure, a methodology, a shared culture, a vision and a way of doing things capable of transcending the man himself. In other words: Martín has spent years cooking a brand.
For us it is an indescribable source of pride that our most internationally recognized brand placed in our hands the mission of telling it to the world. Structuring the story, shaping it, creating tools to share the brand across different international markets and accelerating the generation of development and growth opportunities.
From the very beginning, we set out to dissect the essential elements that make up the DNA of this one-of-a-kind gipuzkoano, the roots of his personality. And we are developing a documentary project about his origins and his life that has already been shooting for 3 years. Not a single cooking shot appears in it. Because the leading role belongs to the relationships he has built and the influences on his way of thinking and doing. Iñaki Gabilondo, Jokin Aperribay, Xabi Alonso, La Oreja de Van Gogh and Luis Arconada, among others, are some of the protagonists of a work born with the vocation of becoming a witness for history. Slow-cooked. With a hand on the stars. And both feet on the ground.
In the strategy phase we decided to create two main tools. A brand book that defines, champions and shares what makes Martín Berasategui singular beyond his person. The organizational culture, the mission, the vision, the values. A work of strategic redefinition, storytelling and brandbook for the brand with the most Michelin stars in the history of our country.
And then, a Partnership Book — that is, a book that collects, explains and highlights Martín Berasategui’s working methodology across his different advisory and co-creation projects.
Always trying to blend simplicity with elegance and modernity. Embracing global luxury and local freshness at once. From there, we created a film (Munduan) that tells his presence around the world by telling his journey as a carrier of happiness.
Thanks to “Remar”, we had the good fortune of seeing Iñaki Gabilondo, Bárbara Goenaga and Martín Berasategi united in a brand activation project for a brand deeply loved in our context. La Donostiarra’s rowing boat.
We created a film that gave San Sebastián’s working class back its leading role — a socially minded message of cohesion and pride of belonging, with work as the engine of everything. In 15 days, 400,000 people reached with zero euros of media investment.
“Boga” is the most irrational project we have ever imagined, something never done before in history: putting the Orfeón Donostiarra to sing on our sea, alongside a trainera.
Either way, we will keep rowing for creativity with this medium-length documentary about the most incredible rowing club in the world — about the sea against the rock, about women’s rowing, about drugs, perseverance, friendship… A purely organic content piece that runs 1,520 seconds and holds the record for views on our youtube channel, plus an award 😉
