Berlino

Berlino, an anthropomorphic bear, was the mascot of the 12th IAAF World Championships in Berlin in 2009. He distinguished himself by his interaction with various athletes.

Due to its constant presence and his popularity with the public, he was referred to in the media as the "true star" of the world championships. In the British newspaper The Observer Berlino was named the Mascot of the Year ( mascot of the year) in December 2009 .. In addition, the Berlino team received the Fair Play trophy of the Association of German sports journalists ..

Appearances

Great attention received several clashes between Usain Bolt and Berlino. The Sprinter honored the mascot by wearing while preparing for the 200 -meter run a t- shirt that says "I am a Berlino "; a reference to the quote " Ich bin ein Berliner " from John F. Kennedy's famous speech in Berlin. Berlino retaliated next day with the words "I am a Bolt" on his vest. In an interview after the World Championships Usain Bolt Berlino described as a friend.

Other meetings were held, inter alia, with Jennifer Oeser, Betty Heidler, Steffi Nerius, Robert Harting and Melaine Walker.

Applications

In addition to the so-called walking act Berlino was around or used in many other forms of media. In addition to classic 2D and 3D drawings, there were several video clips with Berlino, large banners ( inter alia on the Berlin TV tower and the Town Hall in Berlin), presentations on buses and bike taxis and life-size stand. In addition, a special and an online stamp by Deutsche Post in honor of Berlino was given out. Next Berlino was as an advertising figure for the sponsors in use, for example, to five million beer bottles by the manufacturer Berliner Pilsener. Even in the official program for the World Championships, there were special pages and pages about special children Berlino.

Merchandising

Not only during the World Championships, but also far beyond Berlino countless articles were sold. So it was not just teddy bears in various sizes to acquire, but also keychains, pins and t- shirts. In particular, the teddy bears were traded in part to ten times the selling price on eBay due to the popularity.

Even still, there are the bears in Berlin to acquire. Now, however, with a red jersey as a Berlin sports mascot.

Formation and development

Berlino would (BOC 2009 GmbH) developed by the Organizing Committee of the World Athletics Championships. The entire creative development, planning, implementation and the creation of special and distinctive character was responsible for doing the communication and marketing specialists Björn Meyburg in collaboration with Infront Sports & Media AG.