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Dos Equis conducts Apply Within campaign

Molson Coors Canada has begun a new campaign called "Apply Within" for its Dos Equis beer brand. Developed by The Sandbox Agency of Toronto, the campaign includes a contest element intended to give consumers a break from their regular jobs. Five winners will have the chance to work for one week as a Mexican luchador, a treasure diver, a member of a sailing crew, a late night food critic or an actor on a Korean soap opera. Consumers can enter by visiting <> to participate in an online job interview.

The contest is being supported with an advertising campaign consisting of classified ads, ads in office building elevators and the Vice Canada website. Online videos will be released on the brand's website through the summer. Teaser ads will also run on the television channel Viceland. Media work for the campaign was handled by MEC.

"Jobs can often be a barrier to pursuing a new passion," said Jacob Gawrysiak, co-creative director at Sandbox Toronto. "Using original content, we're flipping this thinking on its head and turning interesting job experiences around the globe into life experiences."

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