The One Show's College Competition call for entries features a poster from McKinney + Silver, which the creative team of Wes Whitener and Mitch Bennett describes as "a freshly gunned-down Domino bag bleeding red confectionery sugar." (Photo by Tony Pearce.) Like, sweet. As for the conspicuous Domino brand name, well, it's a client-specific assignment. "Sometimes it's easier to wrap your head around a brand rather than an entire category," they note. "There's a little more personality to work with. Domino sugar at first sounds like a really fun, easy topic for the college assignment, until you factor in the low-carb craze. So we wanted the poster to also set up the brief: no one's buying sugar." This year's College Competition includes four categories: Advertising, Design, Interactive and Integrated Branding. One Show Pencils and a $3,000 Gold, $2,000 Silver and $1,000 Bronze prize will be awarded to the winning copywriters, art directors and designers. Entries must be received by Feb. 11, 2005.