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Meyer Sound Goes Wild with PANTHER Loudspeakers in Campaign from barrettSF

Creative 145 Add to collection

Campaign includes two sets of social and digital banner assets and a print ad

Meyer Sound Goes Wild with PANTHER Loudspeakers in Campaign from barrettSF

Advertising agency barrettSF recently launched a global campaign to introduce Meyer Sound’s new flagship Large-Format Linear Array Loudspeaker, PANTHER, a compact, lightweight, and energy-efficient yet powerful product for professional musicians. The news comes alongside the announcement of a stadium tour by artist Ed Sheeran, who uses the premium equipment brand and will incorporate PANTHER at every stop.

Along with three videos, the campaign includes two sets of social and digital banner assets and a print ad. 

The hero spot flashes core pieces of sound equipment and stage rigging in a concert setting while engineers in a VO explain the problems with equipment they’ve used in the past—it’s overpriced, takes up too much room, provided a non-optimal sound throughout the venue—and describe the acoustic system of their dreams, which sounds a lot like PANTHER. “You spoke. We listened. And then we went wild,” screen titles say before introducing PANTHER and Meyer Sound.

This is not barrettSF’s first project for Meyer Sound—the agency created its Sweetwater campaign after winning the business in April 2021—but Meyer hasn’t traditionally focused on marketing, which has led to misconceptions such as the idea that the equipment is too heavy or expensive.


“The Sweetwater work was the chance to lay the groundwork,” said John Meyer, President & CEO of Meyer Sound. “This PANTHER launch is a monumental opportunity to tell the world our story, on our terms—to set the record straight, and have the product to prove it.”

To change the public’s perception the campaign was designed to bring PANTHER’s louder, lighter and more accessible qualities to life. More specifically, the campaign was designed to clearly define the power of Panther; speak directly to core purchasers and influencers; be unlike anything done before and communicated through creative as big and bold as Panther itself, and be broad enough to influence messaging across all touchpoints, from the launch sizzle reel to the paid campaign assets and web copy.

PANTHER was engineered to meet the rapidly evolving demands for large-scale touring and installed systems. Meyer Sound believes it will become the new industry benchmark.

“It's not every day that you get the chance to work with the brand behind some of the biggest concerts and live experiences in the world,” said Brad Kayal, Creative Director at barrettSF. “Our challenge was to make the PANTHER launch as compelling as the product itself - both visually and sonically.”

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Credits

Agency: barrettSF

Founder, Executive Creative Director: Jamie Barrett

Creative Director: Aryan Aminzadeh

Creative Director: Brad Kayal

Copywriter: Brianna Gross

Art Director: Daisy Serafini

Head of Production: Conor Duignan

Senior Producer: Kelli Bratvold

Director of Brand Strategy: Jillian Davis

Brand Strategist: Shelby Williamson

Account Director: Molly Warner

Account Supervisor: Helen Oddone


Client: Meyer Sound

Executive Vice President: Helen Meyer

Senior Vice President: John Meyer

Senior Vice President: John McMahon

Director of Global Marketing: Tim Boot

Director, Communications and Artist Relations: Jane Eagleson

Director, Product Marketing: Rob Cowles

Senior Art Director: Simon Miller

Junior Graphic Designer: Eunice Poon

Web Strategist/Developer: Matthew Kane

Communications Specialist: Caitlin Clausen

Media Coordinator: Sandra Jamaleddine

Design & Animation: Scholar

Creative Director: Will Campbell

Senior Art Director: Irene Feleo

Editorial: Scholar

Editor: Alex Trierweiler

Assistant Editor: Dominic Strazulo

Composition/Sound Design/Audio Mix: Ears Up

Composer: Austin Fray

Sound Designer: Matt Glenn

Audio Engineers: Mark Caspary, Mat Mainhard

Project Manager: Nathan Chase


Managing Director/E.P. Anne Skopas

Executive Producer: Kate Aspell

Deputy Head of Production: Nakia Cooper

Senior Producer: Christina Yiallouris

Producer: Mimi Milligan

Lead Designer: Jina Kwon

Senior Motion Designer: Kirt Critoph

3D Designers: Daniel Chang, Hyun-Joon Kim, Angela Zhu

3D Designer/Animator: Andrew Tan

3D Design Intern: Bridget Cunningham

2D Animators: Harshit Desai

C4D Animator: Sam Davidson

Compositing Supervisor: Matt Lavoy

Lead Compositor: Dae Kang



Genres: Visual VFX

Categories: Consumer Electronics, Speaker

Sapka Communications, Wed, 16 Feb 2022 09:01:43 GMT