Icelandair approached the promotion of Iceland in an unusual way by organizing a contest that valued not perfect shots, but rather the worst photographs. The winner was French resident Blanche Mortemar, who received the title of 'Worst Photographer in the World,' a cash prize of $50,000, and a ten-day trip to Iceland.
Unlike traditional photo contests, where participants strive to showcase impeccable composition, correct exposure, and technical skill, the organizers of this event sought shots with the most noticeable flaws. A tilted horizon, poor focus, random objects in the frame, and other mistakes became real advantages here. According to the jury representatives, Mortemar's works impressed the experts with their 'stunning lack of basic photographic skills.'
Among the photos that helped the Frenchwoman secure victory was a winter cityscape in Oslo, where a significant portion of the photograph is obscured by the author's finger accidentally entering the frame. A blurry shot of the Statue of Liberty also made a strong impression on the judges. Completing the collection was a photograph of a seagull on a lamp post, unexpectedly featuring a human earlobe in the corner.
Blanche Mortemar herself took her victory with humor. She admitted that for many years she had heard questions from friends and relatives about why her photographs consistently turned out poorly. Now, the winner jokes, she has an official answer to that question. According to the Frenchwoman, the contest became a true celebration of imperfection and was the only photo competition where she could genuinely expect to win.
The idea behind Icelandair's marketing campaign is based on the belief that the beauty of Icelandic nature cannot be spoiled even by extremely poor photographs. The organizers aimed to prove that the local landscapes are so impressive that they will look stunning even through the lens of someone who has no photography skills at all.
Icelandair's Global Marketing Director, Gisli S. Brynjolfsson, noted that the project has generated significant interest in many countries around the world. In his opinion, people are gradually getting tired of the pursuit of the perfect image on social media, and such an initiative serves as a reminder that imperfection can be just as appealing as flawlessness.
Now, Blanche Mortemar is set to embark on a ten-day journey across Iceland as the official holder of this unusual title. During the trip, she will test the main thesis of the organizers — whether it is possible to take a truly bad photograph among the famous Icelandic volcanoes, waterfalls, and glaciers.
The $50,000 awarded is intended to cover the winner's working time and all expenses related to the trip. Mortemar has already promised to document her expedition in detail, maintaining the enthusiasm of a professional photographer and the skills of a passionate amateur. According to her, if the picturesque landscapes of Iceland survive her photo session, then they have nothing to fear at all.
Leave a comment