Icelandair recruits a very bad photographer to shoot its new global advertising campaign | News

Icelandair, the national airline of Iceland, is looking for people with a very specific skill: the ability to take absolutely terrible photos.

Battered camera phone from 2003?
Your thumb appears on every shot?
Photos that are somehow ALWAYS a little out of focus?
Decapitate your subjects with a terrible composition?
If this sounds familiar, apply here for a chance to win a freelance position with the airline, paying the successful applicant $50,000 for their time.

Why bad? To show the world that Iceland’s natural beauty is so breathtaking that not even a blurry photo, an awkward composition or terrible lighting can ruin it. No filters required. No AI trickery. Just raw, authentic moments of Icelandic wonder – regardless of photographic talent.

Icelandair saw the need to recruit people for this unusual role when focus groups revealed that many believe images of Iceland ‘seem too good to be true’.

Gísli S. Brynjólfsson, Global Director of Marketing, Icelandair: “We realized that Iceland’s landscapes are so breathtaking that they are virtually infallible. We’re tired of seeing polished, digitally enhanced images that don’t capture the real magic of our country. That’s why we decided to flip the script and find people who are unapologetically bad at photography, but who still love to capture every moment. Because sometimes the best way to show off authentic beauty is throwing away the rules.”

Applications are now open for this unique position. Yes, this is real. Selected candidates are contracted as freelancers for Icelandair and sent on an approximately 10-day photography expedition through Iceland in the summer.

The successful applicant will receive a comprehensive travel package to Iceland, including flights, accommodation, transportation, plus a lump sum of $50,000 for time compensation and any additional costs.

The application process consists of three phases: a six-question questionnaire, a personal profile and an optional video submission (maximum 1 minute). Shortlisted candidates will be invited for a final video interview.

Icelandair will use a variety of tactics to find the perfect person for the job. Pay attention to the ways they look for applicants in your local city. It might surprise you.

Check here for the link to sign up – for yourself or on behalf of a truly terrible photographer in your life – and prepare to experience the real Iceland.