At first glance, the proposal sounds like a provocation or even a mistake. A recent campaign is looking for candidates with an unusual profile and promises a reward that includes a paid trip to Iceland and a €40,000 prize.
In a context where skills, solid portfolios and consistent results are valued, this initiative follows the opposite path. According to the website, which specializes in lifestyle, the objective is to demonstrate that, in certain circumstances, even a lack of skill can produce surprising results.
A campaign that bets on the unlikely
The person responsible for the initiative is the airline Icelandair, which launched the “Very Bad Photographer” campaign. The concept is simple, but unusual: select someone with little or no aptitude for photography and take them to Iceland to prove that the scenery does a lot of the work.
The chosen participant will have access to a round trip lasting ten days, with expenses covered, and will receive a prize of around R$43,000. The purpose is to capture images in one of the most recognized natural destinations in the world and use them later in the company’s own campaigns.
Iceland stands out for its landscape diversity. Between large waterfalls, ice fields and phenomena such as the Northern Lights, the country presents unique conditions for capturing remarkable images, even without technical skills.
How to participate
Registration is open until the end of April and is open to people over 21 years of age. Requirements include possession of a valid passport to travel to the United Kingdom, United States and Iceland, as well as authorization to use images captured during the experience.
The process includes filling out a set of six questions and submitting a video lasting no more than 60 seconds. In this entry, candidates must explain why they should be chosen and share examples of failures in previous photography attempts.
The campaign thus aims to invert the usual logic of visual communication, valuing spontaneity and imperfection. According to the same source, the images collected by the selected participant could be part of a global campaign, reinforcing the idea that there are destinations where natural beauty overrides any technical limitations.
Also read:
