At first, British photographer Martin Usborne just wanted to do some reporting on people who leave their dogs locked up in cars. But as he went around scouring parking lots, “making barking noises to try and awaken sleeping dogs that were not actually there,” his project took on a new artistic direction. “The Silence of Dogs in Cars” was inspired by a “childhood memory of waiting in a car whilst his parents were shopping in a supermarket, and the youthful fear that they would not return.”

Members of the Sydney Swans Football Club and LA Rams cheerleaders walk in the Sydney Gay & Lesbian Mardi Gras Parade as part of Sydney WorldPride on February 25, 2023 in Sydney, Australia. The Sydney Gay and Lesbian Mardi Gras parade returns to Oxford Street in celebration of the event's 45th anniversary. The parade began in 1978 as a march to commemorate the 1969 Stonewall Riots in New York and has been held every year since to promote awareness of gay, lesbian, bisexual and transgendered issues. (Photo by Brendon Thorne/Getty Images)

People in a variety of colorful costumes participate in the 43rd annual Mermaid Parade at Coney Island on June 21, 2025 in New York City. The annual Mermaid Parade marks the beginning of summer in NYC and pays tribute to Coney Island’s Mardi Gras celebrations in the early 1900’s. (Photo by Craig T. Fruchtman/Getty Images)

Performers ride on a train before the 40th annual Coney Island Mermaid Parade in the Brooklyn borough of New York, New York, USA, 18 June 2022. The annual event is one of the largest art parades in the country. (Photo by Yuki Iwamura/EPA/EFE)

A participant wearing costumes takes part in the Pride Parade in Bangkok, Thailand, Saturday, June 1, 2024. Thailand is kicking off its celebration for the LGBTQ+ community's Pride Month with a parade on Saturday, as the country is on the course to become the first nation in Southeast Asia to legalize marriage equality. (Photo by Sakchai Lalit/AP Photo)

The interior of a house is damaged after an earthquake in Imphal, capital of the northeastern Indian state of Manipur, Monday, January 4, 2016. Five deaths have been reported from in and around Imphal due to falling debris. Imphal has a population of 270,000, and people were jolted from their sleep and ran out of their homes in panic. (Photo by Bullu Raj/AP Photo)

With six-inch fangs and weighing in at 600lb, Saber and Janda are no ­ordinary house cats. Yet these huge Bengal tigers live in Janice Haley’s suburban garden and are treated like ordinary pets. They are fed by hand, get strokes and cuddles, and white male Saber goes to sleep sucking on her finger. Janice’s life changed 20 years ago when she spotted an advert for a tiger training course in her local paper – and two years later arrived home with her first cub. Then in 2002 she bought Janda, who is now 12. Photo: The pair are best of friends. (Photo by Ruaridh Connellan/Barcroft Media)

As these Cafe Taina Coffee ads explicitly assert, there are "times when sleeping is not an option."
Executed by Giovanni + Draft FCB, this animated advertising campaign captures two situations in which awareness is of necessity: when you're trapped in a jail cell with a large creepy inmate, and when a fellow castaway is equally prepared to resort to cannibalism as you are. It's very lucky that the cartoon characters in the Cafe Taina Coffee ads had a bag of the grind handy, or one tired blink may have been their last.