Fantastico - Abandoned - song

Creative idea

On Valentine’s Day, we shifted our focus from the lovestruck towards the lonely to create 'Abandoned': a song spotlighting lone supermarket products misplaced on shelves. Collaborating with Papi Hans, Bulgaria’s renowned pop star known for his love songs, we crafted the lyrics and a simple C major chord progression. Georgi Kostadinov, a Voice of Bulgaria finalist who narrowly missed stardom, lent his emotive vocals. The music video premiered on TV and social media, launching an integrated campaign. Together, we aimed to bring solace to the abandoned, creating a poignant reminder of connection amidst the commercial clamor of Valentine’s Day.

Brand name: Fantastico
Advertiser / client: Fantastico
Product / service: Retail
Campaign name: Abandoned
Agency network: INDEPENDENT AGENCY
Agency: HUMAN Agency Sofia
Additional company: HUMAN Production
Production company: Human Production
Creative director: Alexander Bratimirov & Konstantin Trendafilov
Art director: Kristiana Vulcheva
Copywriter: Izabel Leonova
Designer: Neli Kirova
Account director (agency): Tanya Savova
Client account director: Maria Nikolova
Director: Human Collective
Music: Kamen Atanasov
Agency producer: Dobriana Yordanova
Post production: Radoslav Ukalski