SingleStore Billboards

As a newer, real-time database, SingleStore faced a disadvantage — no one knew who they were. Their tech was better and revolutionized data storage, but legacy competitors like Oracle, MySQL and SnowFlake had a firm grip on the market. To make a name for themselves and stand out, they needed to get creative with bold messaging that reflected their product's transformative potential.

SingleStore secured a prime Billboard placement on the 101 freeway outside of the San Francisco International Airport, and turned to Walker Sands to challenge competitors with a bold, sneering tone. Company leaders wanted to be playful, edgy and provocative — lawsuits would be seen as a sign of success. Over the course of several years, I worked with the SingleStore team to turn this billboard placement (and occasionally others) into a megaphone for a brand insistent on disrupting the SaaS status quo.