BarrettSF Creates Global Campaign for Meyer Sound's New PANTHER Loudspeakers

Feb. 16, 2022

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.

John Meyer, President & CEO of Meyer Sound, said:

“The Sweetwater work was the chance to lay the groundwork. 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.

Brad Kayal, Creative Director at barrettSF, said:

“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. Our challenge was to make the PANTHER launch as compelling as the product itself - both visually and sonically.”