This is the first thing you read when entering Icelandair's website: "Bad photographer wanted." It has an explanation: the airline is trying to show that even the worst photographers can take spectacular photos of the country.
And it doesn't seem very difficult. Not only because today's mobile phones have incredible cameras. Above all, because of all those steaming geysers, volcanoes that refuse to sleep, hot springs surrounded by ice floes, and immense glaciers that make up this Nordic country.
With this excuse, and the desire to stand out, obviously, Icelandair offers anyone interested a round-trip 10-day trip to Iceland with all expenses paid (flights and accommodation), as well as $50,000 (around ¤43,000) in exchange for their photographs and participation. These images could appear in a global marketing campaign, so "there is also the possibility of achieving some fame," the company assures.
How is one's photography incompetence measured?
The requirements to participate in this contest are not too many. The key is to be a bad photographer. How is one's photography incompetence measured? Well, Icelandair gives some clues: for them, a bad photographer has no professional experience or the slightest interest in learning photography; they feel comfortable using a mobile phone or a basic camera without complicating things too much and often "ends up disappointed with their own photos," to the point of being surprised when one turns out well.
Nevertheless, they love to travel, like people, and have no qualms about appearing in videos or photos, because exposing themselves is easier for them than focusing. And, against all odds, they are absolutely convinced that they are ready to be internationally recognized for a "unique photographic style" that they probably have not yet discovered.
The traveler who identifies with all of this, and is over 21 years old, must upload a 60-second video to Icelandair's website explaining why their lack of skill makes them the ideal person for this task. Registrations are open until April 30, 2026.