In a bid to stand out from the usual online content, IcelandAir has launched a humorous promotional campaign to find the world’s worst photographer and treat them to a series of outdoor adventures in Iceland. The adventures will be featured in marketing activities during and after the trip.
Are you the world’s worst photographer? This airline will pay you to take photos of Iceland. The selected candidate will receive an all-expenses-paid 10-day trip to Iceland in June 2026. In addition, there’s a US$50,000 payout for photography, content creation, and participation in the campaign. You can apply here.
Calling prospective participants, the airline’s advertising campaign declares: “We want to prove that even the worst photographer can take great photos of Iceland. Is that you?” To apply, candidates must have no professional photography background, no special interest in learning photography, and be “comfortable using a phone or basic camera without overthinking it.”
If you count yourself among the world’s bad shutterbugs, for once, the disadvantage might just work in your favor.
Any hopefuls must be 21 years of age or older, possess a valid passport, be legally permitted to travel to Iceland, the UK, and the USA, be physically able to participate in the planned activities, and have no disqualifying criminal or legal issues. Applications are open until April 30, 2026.
Wanted: “World’s Worst Photographer,” Tor Kjolberg reporting.