Mario Loncar is a creatives’ creative, a writer who began his career as an art director and is an artist on the side. With a career in three of Germany’s leading agencies, Jung von Matt, Tribal DDB and now Leo Burnett, he has accrued a depth of understanding in that it is that makes work stand out and work that makes a difference. In 2022, he was part of the creative team that produced The Spider and the Window for Samsung, the story of Sam, the spider who fell in love with a Samsung phone. As an audience, you feel his ardour, his pain and then his joy. And this ability to connect with audiences with an idea so different from the category norm led to acclaim across the awards circuit.
You were a creative on The Spider and the Window, one of the most striking of Samsung’s recent campaigns. Where did the idea come from; what was the thinking behind it?
Mario Loncar: The idea was based on a simple observation, that the five phone camera lenses resembled spider eyes. Initially, the concept was encapsulated in just two powerful sentences which felt already at this early stage like something very promising. What followed was nearly a year of intense work until the premiere of the unusual love story on Valentine’s Day.
The commercial won its fair share of awards. What makes an award-winning entry? What will you be looking for as a MAD STARS judge?
Mario Loncar: As a MAD STARS judge, I look for originality and the depth of the underlying concept, the authenticity of the human truth it conveys, the quality of execution, and the impact the work delivers. Ultimately, it should evoke a strong emotional response from the viewer.
What are the greatest challenges of judging international work?
Mario Loncar: Judging international work presents unique challenges that stimulate my curiosity and require a shift in perspective. I often conduct additional research on the subject matter to gain a deeper understanding beyond what is presented in the case film.
Getting great (brave) work through the system is not easy? What do you think are the most important “ingredients”?
Mario Loncar: It requires openness, mutual trust, and determination from both the client and agency to bring innovative ideas to fruition. Additionally, it helps if the concept still carries the brand’s DNA while exploring new creative territories.
You switched from art director to copywriter. What do you believe are the most important assets or skills for success as a creative?
Mario Loncar: Transitioning from an art director to a copywriter, I’ve learned that key assets for creative success include understanding personal motivations, identifying strengths and talents, self-belief, perseverance, and finding a professional environment that nurtures growth across various disciplines.
