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Creative cover letters

So - I am currently applying for Trainee Medical Writer positions. Had some luck already (been selected to take a writing test for one company - :) )

I have found another position to apply for - but have noticed a certain quirkiness to the website (they call the company after a certain fish and have a section describing said fish, what it does and how the fish compares to the employees working there - in a good way)

Medical writer positions are really competitive and particularly at entry level. So, in order to stand out - I am wondering whether i should make a more creative cover letter (comparing myself to the fish i.e. ¨thrives in different environments¨ and able to ¨think beyond the pond¨ that sort of thing).

My CV I would keep very conservative of course. What do people think? Has anyone else taken a risk with a more creative cover letter and been successful?

All constructive feedback welcome.
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