TOCOBO

In My Sun Era

As suncare became the core driver of growth for K-beauty brand TOCOBO, the brand set out to expand its suncare category beyond face products. To support this expansion and establish TOCOBO as a true sun powerhouse, the brand needed a direct, consumer-facing global campaign concept that could strengthen this positioning worldwide.

Together with brand strategist Elena Kim, we developed a campaign strategy centered around breaking the stigma of fearing the sun and instead celebrating the joy of being in it. This led to a simple question that became the foundation of the campaign: What if the sun isn’t something you should be afraid of? What if the sun was your spotlight?

Built around a Gen Z-inspired tagline, the campaign In My Sun Era delivered a universal message for a global audience while staying culturally relevant to younger consumers. The campaign combined a social-first hero film, the key visual still photos with an immersive pop-up experience featuring TOCOBO’s suncare products and sun-inspired activities. At the center of the film is a protagonist who confidently embraces the sunlight, turning it into her spotlight and inviting others to step into their own new sun era.

CLIENT
TOCOBO

AGENCY
OEL Ideation

CREATIVE DIRECTION
Choi Hyojung

CAMPAIGN STRATEGY
Elena Kim

FILM PRODUCTION
CUE HAUS

Year
2026

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