I2C has a 7-bit address space. The device's actual address is 0b0111100 (=0x3c). The sequences 0b01111001 and 0b01111000 address the same slave while the first one (least significant bit is 1) starts a read transmission, the second one starts a write transmission.
Your display appearsThose least significant bits are nothing you need to only acknowledgecare about when using Wire.h: the beginmode of a write transmission, which means that itoperation is found.
The reason why it doesn't acknowledgeautomatically set when addressed asusing 0b01111001Wire.startTransmission(addr) is simply because it does not support read operations(returns 0 when interfaced via I2Cslave ACK'ed write command) and Wire.requestFrom(addr) (returns 0 when slave ACK'ed read command).