A girl floats in a bucket in the village of Ologa in the western state of Zulia October 23, 2014. This year the Catatumbo Lightning was approved for inclusion in the 2015 edition of Guinness World Records, dethroning the Congolese town of Kifuka as the place with the world's most lightning bolts per square kilometer each year at 250. Scientists think the Catatumbo, named for a river that runs into the lake, is normal lightning that just happens to occur far more than anywhere else, due to local topography and wind patterns. (Photo by Jorge Silva/Reuters)

Egmont National Park in New Zealand with Mt. Taranaki at its center is seen in a Landsat 8 satellite image taken July 3, 2014 and released by NASA November 14, 2014. The image is from the book “Sanctuary: Exploring the World's Protected Areas from Space”, published by the Institute for Global Environmental Strategies with support from NASA, which was released this week. (Photo by Reuters/NASA/USGS)

In this July 12, 2007 file photo, a two-day-old piping plover runs along a beach in the Quonochontaug Conservation Area in Westerly, R.I. (Photo by Steven Senne/AP Photo)

“The National Portrait Gallery, London's annual photographic portrait prize was established in 2003 as the Schweppes Photographic Portrait Prize. In the years 2006 and 2007 it was referred to simply as the Photographic Portrait Prize, while from 2008 new sponsors have resulted in the name, Taylor Wessing Photographic Portait Prize”. – Wikipedia. Photo: “Tic Tac and Tootsie (twin sisters Carrol and Shelly McKean)”. Taylor Wessing photographic portrait prize 2010. (Photo by Jeffrey Stockbridge)

Several beaches along South Florida's Atlantic coast line were closed after thousands of sharks were seen migrating in the waters. The sharks were migrating from Boca Raton to Jupiter since the beginning of March, marine biologists told NBC Miami. Photo: A spinner shark swims just offshore on Midtown Beach in Palm Beach on Tuesday. (Photo by Jeffrey Langlois/Palm Beach Daily News)

Martin Rietze is a “volcano-chaser”, a particular breed of photographer who takes big risks for big shots. He was able to capture destructive and beautiful forces of nature at work on a trip to Japan in February 2013. His photos show the Sakurajima Volcano, an active volcanic who's record-breaking 1914 eruption sent lava flows across the island. (Photo by Martin Rietze/Guzelian)

“Bombay’s once ubiquitous Premier Padmini taxis were introduced in the 60s and are dwindling at an alarming rate. This follows a decree banning vehicles over 25 years old from the streets to be replaced with “modern alternatives”. In a few years these iconic workhorses will be gone from Bombay’s streets altogether. It is important to capture this before it disappears and I see the road wallah's cabs as the time capsules that allow me to do this”. – Dougie Wallace, Bombay India, March, 2013. (Photo by Dougie Wallace)

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.