Tillamook, Leo Burnett Create Device That Hides Your Ice Cream

Tillamook and Leo Burnett Chicago have launched a new innovative campaign that ensures your ice cream in the freezer is yours, and only yours to enjoy.

In a 30-second spot reminiscent of gadget reveals, the ice cream brand unveils the "iScreen" a literal screen that "hides your ice cream from everybody in your house who wants to steal it from you."

The innovation boasts "light-bending capabilities, performance in subzero conditions, and no charging ever," tricking the eye to make what's behind it disappear. 

 

 

 

 

 

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But how does it conceal your ice cream, exactly?

Magic happens with materials made from lenticular lenses, which use tiny ridges to bend light, tricking the eye to make what’s behind the shield, simply, disappear.

The advert ends with the iScreen concealing several tubs from the Tillamook Chocolate Collection, encouraging viewers to "disappear it before they do."

Made together with HELO, There You Have It 3D, and Leo Burnett, the iScreen will be available on Tillamook's website for $19.99 starting June 7, in celebration of National Chocolate Ice Cream Day.

For the Chocolate Lovers

Apart from the funny yet practical innovation, the latest marketing initiative from the ice cream brand also shines the spotlight on its new Chocolate Collection, which includes four new flavors:

• German Chocolate Cake
• Brownie Batter
• Dark Chocolate Cookies & Cream
• Chocolate Hazelnut

Tillamook VP of Marketing Kate Boltin shares the idea behind the campaign, bred out of the insight that Tillamook fans are crazy for the new collection and will go to great lengths to keep their freezers stocked with it. 

"Some people are kind enough to share a spoonful here or there, while others are not, and that’s okay too. Honestly, that’s why we created the Tillamook iScreen, to keep unwanted spoons out of your Tillamook ice cream, so it stays, well, yours," she concluded.

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Editing by Vianca Meyer