TLCD displays are being pioneered by companies like LG and Samsung because they predict that these screens will be the future of advertising. The displays are actually transparent, so to most people they look like glass before they are turned on.

When they are turned on, they feature full-colour displays and which can be completely translucent or opaque, hiding anything behind it. This allows us to draw focus on the product inside a display, while using animations to further highlight the product. It’s revolutionary new technology and we wanted to use it for this project.

With our in-house designers, we created an animation that could be viewed at all angles. The animations instantly drew attention from people in the dark venue because of the bright, neon pink colour scheme that highlighted the rosé bottles inside the refrigerator. The flexibility of the display was great, and allowed us to use various animation techniques in order to grab the attention of anyone walking by.

The fridge was a hit and drew compliments from many people, particularly because most have never seen a TLCD screen, let alone see an advertisement using one. In the end, by adopting forward-looking technology, we were able to tap into the curiosity and attention of party goers and more importantly, boost the brand value and sales of Kee Club and Veuve Clicquot.