That Site Is Fat

Online professional book retailer Computer Literacy, Sunnyvale, Calif., this week relaunches its Web site as Fatbrain.com through a print and outdoor campaign from Goldberg Moser O’Neill, San Francisco.
It is the agency’s first work for the client since winning the $6 million account last October. The tagline is, “Because great minds think a lot.”
“Fatbrain.com is about problem solving, bright ideas and feeding your mind,” said Chris MacAskill, president and chief executive officer of Fatbrain.
To demonstrate this, GMO tapped illustrator Rich Borge to create a collage of surreal images, such as human figures, motherboards and plugs. In one execution (shown here), a sculpture of a human head dons a little tin hat with wires sprouting from the top. The copy reads, “You’re 100% technology. Why go to a bookstore that’s 99.3% everything else?”
GMO art director Kathleen Stevens Moore said the concept “respects the fact that our audience is smart and creative.”
–Jane Irene Kelly