Founded more than four decades ago, Meyer Sound has traveled around the world, keeping company to some great artists such as the Grateful Dead and Ed Sheeran. With products delivering a “pure, honest sound,” the brand produces some of the finest audio systems in the world for experts who want to achieve the highest audio quality at various music events. “I’ve been to many other speaker manufacturers over the years, and there is nobody like Meyer… nobody,” said “Big” Mick Hughes, the live audio engineer for Metallica.
“You may not have heard of them, but you’ve definitely heard them,” explained Jamie Barrett, Founder and Executive Creative Director of barrettSF, the agency that’s behind the Berkeley-based company’s first retail-forward campaign with an ad agency. The “Hear it Right” initiative is implemented to celebrate both the professional audio company’s rich history and its new partnership with Sweetwater.com, an online retailer for musical instruments. The campaign acknowledges Meyer Sound’s footprint in the music/sound world and helps it build a modern and premium path for future brand communications.
“As we embark on a new partnership with Sweetwater, Meyer Sound has an exciting opportunity to reach a broader audience of musicians and audio professionals,” said John McMahon, Senior Vice President of Meyer Sound. “It was the perfect time to refresh our marketing efforts with the creative to support it as we enter the online retail space.”
Meyer Sound products offer precision and accuracy, perfectly capturing the sound as it is meant to be. A manifesto video — which will be supplemented by a series of graphic artwork visible across digital, social, print, and video media — was created to support the campaign, visually rhyming with the brand’s philosophy of delivering a pure, honest sound.
The film combines real images with technical elements in the form of a collage. Frequency graphs or technical product drawings are layered over images of people in the studio, on the stage, or in the pit. A voice narrates the way to the company’s honest sound, which is meant not to be simply enjoyed but to be lived. The elements — which are scientifically and technically true to the promoted products — merge to form the one-minute-long video that sounds, feels, and looks very natural to viewers.
“Meyer Sound has been a global leader in professional audio for more than 40 years, and this new partnership with Sweetwater allows us to expand our offerings further than ever before,” explained Tim Boot, Meyer Sound’s Director of Global Marketing. “The campaign supports our goals as a company, and we feel it will resonate with future and existing customers.”
Whether you are a melophile or not, it is important not to just hear the sounds. The catch is in the way you hear them, which has to be just right.
Credits:
Client: Meyer Sound
Helen Meyer: Executive Vice President
John Meyer: President & CEO
John McMahon: Senior Vice President
Tim Boot: Director of Global Marketing
Daniel Rivera: US Sales Manager, West
Jane Eagleson: Director, Communications and Artist Relations
Rob Cowles: Director, Product Marketing
Caitlin Clausen: Communications Specialist
Simon Miller: Senior Art Director
Matthew Kane: Web Strategist/Developer
Agency: barrettSF
Jamie Barrett: Founder, Executive Creative Director
Aryan Aminzadeh: Creative Director
Brad Kayal: Associate Creative Director
Conor Duignan: Head of Production
Marianne Lawlor: Broadcast Producer
Jillian Davis: Director of Brand Strategy
Shelby Williamson: Brand Strategist
William de Ryk: Account Director
Helen Oddone: Account Supervisor
Visual Partners
Tom Yaniv: Motion Graphics/Animation
Anders Ericsson: Editor
Noah Aust: Editor
Patrick Sean Gibson: Designer
Music: Mophonics
Kent Rockefeller: Composer
Marissa Hernandez: Music Licensing Creative
Jenna Covey: Creative Coordinator
Sound Design/Mix: M Squared
Mark Pitchford: Audio Engineer