Icelandair was looking for a terrible photographer. Not a standard travel campaign line, and that was exactly the point. The premise was strange enough to stop people in the street across eight cities, but the full idea only landed after a scan. That made it one of the rare cases where we actually recommended a QR code.

We ran the campaign across eight cities using a mix of Wild Posting, Tape Posting, white posters, and Stickers. White posters and QR codes are both formats we typically advise against in OOH. Here, the concept earned both. The poster set the hook, the scan delivered.