$50,000 for the world's worst photographer 💰

5 hot marketing tactics to steal this week.

Monday inspiration time!

Here are 5 new marketing moves I can’t stop thinking about:

#1

Hiring a “really bad photographer”

Iceland’s main airline just posted a real job opening looking for the WORST photographer alive.

They want to prove that bad photos of Iceland don’t exist.

The gig: Go to reallybadphotographer.com (cool domain), upload your worst photos, and if you’re bad enough → you win a 10-day trip to Iceland, $50K, and your “photos” in a global campaign. Applications open until April 30.

It went so viral on Instagram that they had to release an official statement clarifying it’s NOT a joke 😂

The “Official Statement” template wins again

The marketing idea is genius:

Challenge the public to make you look bad (when you know it’s basically impossible).

That’s a brand awareness campaign AND a confidence flex in one post. It also ties into the hiring-to-go-viral playbook → every job post can be a free ad if you treat it like one.

Couldn’t make it look bad even if I tried

My take: Pick the one thing your product does 10x better than anyone and build a public “prove us wrong” contest around it.

#2

The best “X is dead” campaign I’ve ever seen

The positioning playbook I keep recommending everyone: take a public stance AGAINST something everyone is already tired of (“X is dead”).

Anthropic did it in 2025 → AI hype marketing is dead.

Last week, a smaller company did a fantastic “X is dead” campaign for only $10,000. It generated 2 million views and thousands of comments.

I couldn’t agree more.

Here’s the ad + how to do it yourself: