Yes, I think it's first avatar campaign for very long time. In my early days here I remember there was more avatar campaigns, but can't say that it was big thing there.
$1 is great deal, probably you can't ask for something better, considering that's just image without clickable link. Not sure how many people will be interested in this offer, considering that most of campaigns already ask to wear their avatar.
They already have like three dozen applicants, but I sense a big portion of them just put their names down after seeing the topic updated to [open] and likely not realising it's just an avatar campaign.
But there are always a lot of people who are not enrolled in any campaign and they'd be happy to take whatever there's available at the moment.