Iceland Is Offering a Paid Trip to the Worst Photographer They Can Find
Icelandair is running a campaign with an unusual requirement. They are looking for someone who is genuinely bad at taking photos. One person will be chosen for a 10-day trip to Iceland, with flights, accommodation, and daily expenses covered, plus a $50,000 payment. In return, that person will document the trip in their own way.
The “worst photographer” label isn’t just a tagline. The campaign excludes anyone with a professional background or even a strong interest in photography. It’s aimed at people who regularly end up with photos that don’t quite work, such as missed framing, awkward timing, or images that don’t capture what they intended.
What the Role Involves
The selected participant will travel across Iceland and take photos and videos as they go. Those images are intended to be used in a broader advertising campaign, which is why the selection criteria matter.
Applying involves answering a short set of questions about how you take photos and whether you tend to share them, along with an optional 60-second video explaining why you fit the brief. Applicants need to be at least 21 and eligible for international travel. Submissions are open until April 30.
What the Campaign Is Trying to Show
Image via Getty Images/StoneC2017
The idea behind the campaign is that if someone without technical skills documents the trip and the images still hold up, then the outcome isn’t dependent on the person behind the camera. The setting is doing most of the work.
Iceland has long been associated with visually striking landscapes, from glaciers to volcanic terrain, waterfalls, and shifting light conditions. That reputation usually shows up through carefully composed images. This campaign removes that layer and replaces it with something less controlled.
Most campaigns built around travel imagery depend on consistency. The people producing the content are chosen because they can deliver a certain standard. This one sets a different condition from the start and builds everything around it.
What the Setup Comes Down To
The campaign defines who can apply, what they will do, and how the result will be used. The participant fills a role within that framework, and the final material is shaped by that constraint.
By removing technical skill from the equation, the campaign isolates one variable and builds the entire concept around it.