Needlessly Complex Hello World

//Needlessly complex "hello world" program, written by Jon Jenkins <jon@mj12.su>

#include <stdio.h>
#include <stdlib.h>
#include <string.h>

char h[] = {0x7f, 0x08, 0x08, 0x08, 0x7f};
char e[] = {0x7f, 0x49, 0x49, 0x41, 0x41};
char l[] = {0x7f, 0x40, 0x40, 0x40, 0x40};
char o[] = {0x7f, 0x41, 0x41, 0x41, 0x7f};
char w[] = {0x7f, 0x08, 0x04, 0x08, 0x7f};
char r[] = {0x7f, 0x0D, 0x15, 0x25, 0x47};
char d[] = {0x7f, 0x41, 0x41, 0x41, 0x3e};

void print_fat_letters(const char * instr)
{
    int slen = strlen(instr);
    // We need 5 * slen bytes plus 2 * (slen - 1) bytes  + 1 for null for our line buffer
    int buflen = (slen * 5) + ((slen - 1) * 2) + 1;
    char * linebuf =  malloc(buflen);
    if(!linebuf)
    {
        printf("Null pointer!\n");
        exit(-1);
    }
    memset(linebuf, ' ', buflen);
    linebuf[buflen - 1] = '\0';
    int row,col,pos;
    for(row = 0; row < 7; row++)
    {
        for(pos = 0; pos < slen; pos++)
        {
            char frag[5];
            switch(instr[pos])
            {
                case 'h':
                    memcpy(frag, h, 5);
                    break;
                case 'e':
                    memcpy(frag, e, 5);
                    break;
                case 'l':
                    memcpy(frag, l, 5);
                    break;
                case 'o':
                    memcpy(frag, o, 5);
                    break;
                case 'w':
                    memcpy(frag, w, 5);
                    break;
                case 'r':
                    memcpy(frag, r, 5);
                    break;
                case 'd':
                    memcpy(frag, d, 5);
                    break;
            }
            for(col = 0; col < 5; col++)
            {
                if(((frag[col] >> row) & 1) && 1)
                {
                    linebuf[pos*7+col] = 'C';
                }
                else
                {
                    linebuf[pos*7+col] = ' ';
                }
            }
        }
        printf("%s\n",linebuf);
    }
    printf("\n");
}

int main(int argc, char ** argv)
{
    print_fat_letters("hello");
    print_fat_letters("world");
}