Icelandair is searching for a really bad photographer. The reason is simple – and genius: to help prove that even the worst photographer can take great photos of Iceland.

That genius comes from Icelandic agency, Hvíta húsið, working with the airline’s in-house marketing team, and the campaign will be supported by FleishmanHillard for PR.

The attention-magnet idea began with a classified-style ad posted by Icelandair.

The bad photographer chosen will receive a 10-day trip to Iceland in June 2026, with travel expenses covered, plus US$50,000 for photography, content and participation. There is also the opportunity for some fame, with images potentially appearing in a global campaign.

The airline is looking for someone with no professional photography background. Ideally with no particular interest in learning the craft either. You do need to be comfortable sharing yourself on video and in photos, and you must be OK with hiking and taking part in outdoor activities.

To apply you “answer six simple questions – and if you really want to stand out, upload a short video telling us about your best (worst!) photo fails,” Icelandair states. Applications are open until April 30, 2026.