A fight between two female musk oxen, Norway, 2021. The image was captured in Norway’s Dovrefjell national park, where the musk ox (Ovibos moschatus) was reintroduced several years ago for its conservation. It is normal for males of this species to engage in fierce battles during the mating season but unusual for two females. (Photo by Miquel Angel Artús Illana)

People splash mud water in a paddy field on National Paddy Day in Tokha village, on the outskirt of capital Kathmandu, Nepal, 29 June 2021. Nepal is celebrating National Paddy Day with various events on 29 June. On this day, known as Asar Pandra, farmers begin the annual rice planting season and mark the day with various festivities such as preparing rice meals with muddy water, mud being a symbol for a prosperous season. Sixty percent of Nepal's agriculture industry relies on monsoon rain while 40 percent is carried out through irrigation. Agriculture is a major contributor to the country's GDP. (Photo by Narendra Shrestha/EPA/EFE)

Body surfers ride a large wave at the Wedge in Newport Beach of the Southland coast on May 20, 2011 in Newport, California. Surfers have been lured to the south facing beaches for the biggest swells of the season. (Photo by Kevork Djansezian/Getty Images)

Bullfighter Julian Lopez “El Juli” of Spain performs during the second bullfight of the 2011 season at the Monumental bullring on July 10, 2011 in Barcelona, Spain. This will be the last year for Bull fighting at the Monumental bullring as the parliament of Catalonia has voted to ban bullfighting as of January 1, 2012. (Photo by David Ramos/Getty Images)

While vacationing on the Maldives Islands, Taiwanese amateur photographer Will Ho stumbled onto an incredible stretch of beach covered in millions of bioluminescent phytoplankton. These tiny organisms glow similarly to fireflies and tend to emit light when stressed, such as when waves crash or when they are otherwise agitated. While the phenomenon and its chemical mechanisms have been known for some time, biologists have only recently began to understand the reasons behind it. Photo: Bioluminescent phytoplankton washes up on Maldives beach. (Photo by Will Ho)

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.