Recently, Icelandair launched a creative marketing campaign, openly recruiting a candidate with extremely poor photography skills on social media. It not only provided a free trip to Iceland for about 10 days, but also offered a reward of US$50,000, which triggered widespread discussion among netizens.
The campaign was released on social platforms in the form of retro newspaper advertisements, and the core requirements for candidates were very different:Must have no photography skills, preferably not good at framing, composition, white balance, color theory and any post-retouching knowledge.
Officials bluntly stated that they are looking for an ordinary person who has no professional photography background, does not want to learn photography, and is often disappointed with the photos he takes.
The successful candidates will start a shooting trip to Iceland in June this year. The entire trip will be borne by Icelandair. In addition to a remuneration of US$50,000, the photos they take will also have the opportunity to be used for global brand promotion.
It is reported that the activity also clarified the basic conditions: Applicants must be over 21 years old, hold a valid passport, have no criminal record, and can successfully enter Iceland, the United Kingdom and the United States;
It also has outdoor travel capabilities and can adapt to hiking and complex terrain. The deadline for applications for this recruitment is April 30, 2026.
Icelandair said that this event was held to prove that even with ordinary photography skills, Iceland’s beautiful natural scenery can still produce stunning blockbusters.
Previously, the airline's social account often shared stunning natural landscapes such as Icelandic waterfalls, mountains, and aurora.
