Icelandair has a job for your friend who can't take photos

Icelandair is turning conventional travel marketing on its head with a campaign searching for the world's worst photographer, proving that Iceland's landscapes are so spectacular that even bad photos can look good.

The airline launched a global casting call inviting self-proclaimed terrible photographers to apply for the role, offering an all-expenses-paid trip to Iceland and US$50,000 in exchange for their participation and photography.

Rather than seeking seasoned creators or professional influencers, Icelandair specifically targeted people with no photography background, little interest in improving their skills and a track record of being disappointed by their own holiday pictures. "We want to prove that even the worst photographer can take great photos of Iceland," the airline said as part of the campaign.

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The concept struck a chord globally. According to Icelandair, the campaign attracted 127,642 applications from aspiring bad photographers around the world, far exceeding expectations. "We've received 127,642 applications. It turns out there are a lot more bad photographers out there than we ever expected," the airline said in an update announcing the close of applications.

Following the overwhelming response, Icelandair narrowed the field to 13 finalists, describing them as "the best of the worst". Among those shortlisted is Singaporean Mikael, who described himself as the ultimate test of Icelandair's bold claim. The 24-year-old said that while his eyes see beauty, his photographs do not. If selected, Mikael said the first thing he would do is hug his mother.

In an Instagram post revealing the finalists, Icelandair invited the public to vote for their favourites while showcasing each candidate's application. Applicants were asked to introduce themselves, share their age and place of residence, rate their own photography "misuse level", reveal their most common reaction to their photos through an emoji, and describe their strengths, weaknesses and photography style.

Many leaned heavily into the campaign's self-deprecating humour. One finalist, Amara, joked that her photography skills almost caused a breakup, while another, Isa, described herself as "a creative person who engages in all forms of storytelling, except photography".

Others found more creative ways to demonstrate their lack of talent behind the lens. 73-year-old Betty submitted what appeared to be a travel montage of a holiday in Portugal, only for viewers to be shown pavements, the back seat of a car and the backs of fellow tourists instead of the scenery itself. Meanwhile, 55-year-old Philip produced a mock courtroom trial in which he was found guilty of bad photography, with a collection of blurry images presented as evidence against him.

The selected winner will embark on an approximately 10-day trip across Iceland, with travel expenses fully covered. Their photographs will feature in a global campaign and may also appear in exhibitions and other publications.

Beyond the stunt, the campaign taps into a growing shift away from highly curated travel content that has long dominated social media feeds. Instead of showcasing Iceland through the lens of professional photographers and influencers, Icelandair is leaning into authenticity and relatability, positioning everyday travellers as the stars of the campaign.

Furthermore, by celebrating flawed photography rather than polished content, Icelandair has created a campaign that encourages participation while reinforcing a simple message: Iceland's natural beauty speaks for itself.

The initiative comes as tourism brands increasingly experiment with unconventional storytelling to stand out in a crowded travel market. Earlier this year, Klook launched the Southeast Asian edition of its creator summit, "KREATORVERSE SEA", bringing more than 100 creators from across the region on an eight-day journey through Beijing and Shanghai. The initiative followed a 134% year-on-year increase in travel demand to Mainland China from Southeast Asia and was designed to convert social media inspiration into bookable travel experiences, reflecting the growing influence of creator-led discovery on travel decisions.

Meanwhile, the Singapore Tourism Board recently rolled out its "We don't wait for fun" campaign, targeting Gen Z and millennial travellers through a series of short-form videos spotlighting experiences across destinations such as Katong-Joo Chiat, Rainforest Wild Asia, Sentosa and Orchard Road. Built around fast-paced, experience-led storytelling, the campaign aims to showcase how visitors can move seamlessly between neighbourhoods, attractions and events, turning spontaneous moments into memorable adventures.

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