That Site Is Fat

Online professional book retailer Computer Literacy, Sunnyvale, Calif., this week relaunches its Web site as 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.”
“ 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