Do your photos always come out blurry? Or are you not quite sure what the rule of thirds actually means, or how shutter speed and ISO work? If so, you might be exactly who Icelandair is looking for in their curious new promotional campaign.
The airline has officially launched a search for the "worst photographer," asking the public: "We want to prove that even the worst photographer can take great photos of Iceland. Is that you?". The fascinating premise of this competition is designed to prove that, against the backdrop of Iceland's incredible landscapes, even the most amateur photographers can capture something truly beautiful.
The Ultimate Anti-Resume
Unlike most creative contests, Icelandair is specifically looking for individuals completely lacking in technical skill. The ideal candidate must meet some incredibly unique criteria:
Applicants must have "no professional photography background" and "no special interest in learning photography".
You must be "comfortable using a phone or basic camera without overthinking it".
The airline wants someone who is "frequently disappointed with your own photos" but "occasionally surprised when a photo turns out okay".
You also need to love traveling, like people, and be comfortable sharing yourself on video and in photos.
The Official Requirements
While you don't need camera skills, taking on the wild beauty of Iceland does require some physical and legal readiness. The official requirements dictate:
You must be 21 years or older and hold a valid passport.
Applicants must have a clean criminal record and be allowed to travel to Iceland, the UK, and the USA.
You must be able to travel for up to 10 days in June 2026.
Candidates must be "able to take part in physical outdoor activities and adventures," including being comfortable hiking and navigating uneven terrain.
A Massive Reward
The winner of this grand experiment will be handsomely rewarded for their lack of talent. The selected bad photographer will receive an "approximately 10-day planned trip in Iceland" with all travel expenses completely covered.
Furthermore, the winner will receive a staggering US$50,000 for their photographs, content, and participation. Because the resulting photos will appear in a global campaign—and possibly in other publications and exhibitions—the winner should also be ready for "possible worldwide recognition" for their unique photography style.
If you are ready to let your bad photos finally pay off, all you need to do is answer six simple questions on the Icelandair application page. To really stand out, the airline also encourages uploading a short video detailing your absolute "best (worst!) photo fails".
Curious photographers have until April 30, 2026, to submit their applications.
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