Reykjavik - Iceland
In a tourism campaign that overturned the rules of traditional marketing, Icelandair decided to look for a “very bad photographer” instead of a professional, to prove that Iceland’s nature is capable of creating a beautiful picture even when the person behind the camera is inexperienced. The idea turned into a global phenomenon after it attracted 127,642 applications from 178 countries before Frenchwoman Blanche Mortamart from Paris was chosen for the mission.

$50,000 and a ten-day trip

Mortamar received $50,000 for her time, photos, and expenses, plus an all-expenses-paid trip that included flight, lodging, and transportation. The goal was not to take perfect pictures, but rather to document Iceland spontaneously, away from filters and manufactured scenes, as part of the “Real Unreal” campaign launched by the carrier to combat misleading tourist images generated by artificial intelligence.

5,484 images... and 61 fingers in the frame
During the adventure, the photographer traveled about 2,500 kilometers across the country and took 5,484 photos, including 61 photos in which her finger accidentally appeared. The trip included waterfalls, glaciers, volcanic landscapes, birds and volatile nature, before the images were later turned into material for a campaign and exhibition celebrating what the company described as the beauty of imperfect travel.

“We don't need artificial intelligence.”

Ghislee S. explained: Brynjolfsson, Global Director of Marketing at Icelandair, said that the campaign reflects the company’s approach towards highlighting the “authenticity” of the destination, noting that when it comes to photographing Iceland “there is simply no need for artificial intelligence.”

A lesson for Arab destinations

For Arab destinations, the experience provides an important marketing lesson: tourism content does not always need a perfect image to spread. Sometimes a human story, spontaneity, and visual honesty are more influential on the traveler than polished campaigns, especially at a time when the public has become more sensitive to artificial content.

Iceland didn't just pay $50,000 for bad photos; Rather, it bought a global story that made everyone talk about the beauty of the destination.