Iceland seeks ‘really bad’ photographer for international marketing campaign

Icelandair is trying to find a very unhealthy photographer to assist show that even the worst snapper can take nice images of Iceland.

The airline posted a classified-style advert “REALLY BAD PHOTOGRAPHER WANTED. Paid task. In Iceland. Approximately 10-day journey. Accommodation and journey bills included. Required that the applicant don’t have any pictures abilities.

Preferably unhealthy at framing, not acquainted with composition, white steadiness, color concept, or image-making typically. Assignment dates are in June. Specific dates negotiable. Apply at: reallybadphotographer.com. This is a critical advert. Only critical candidates, please.”

The chosen candidate will obtain a 10-day journey to Iceland in June 2026, with journey bills lined, plus US$50,000 for pictures, content material and participation.

There can also be the prospect of wider publicity, with photos probably showing in a world marketing campaign.

Icelandair says it’s searching for somebody with no skilled pictures background and no specific curiosity in studying the craft. Instead, it desires an individual who’s joyful utilizing a telephone or fundamental digicam, typically upset by their very own images, however often shocked when one seems nicely.

Gísli S. Brynjólfsson, Global Director of Marketing, Icelandair: “We realised that Iceland’s landscapes are so stunning, they’re practically foolproof. We’re tired of seeing polished, digitally-enhanced images that don’t capture the real magic of our country. So, we decided to flip the script and find people unapologetically bad at photography, but who still love to capture every moment. Because sometimes, the best way to showcase authentic beauty is to throw away the rulebook.”

Last yr the airline riffed on the rising wave of AI nervousness and deepfake fatigue by staging a conspiracy film during which two vacationers insisted that Iceland is fabricated.

Creative company is Hvíta húsið, advertising and marketing is being performed in-house and PR by FleishmanHillard.

Applications shut on April 30, 2026. Details here.

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