“It’s Fashion Week in Sao Paulo, Brazil and you don’t have to be a celebrity or a designer to check out these couture pieces. Subway stations were used as improvised catwalks in order to give the general public a chance to see these creations up close and at the price of a subway fare”. – Reuters. Photo: A model presents a creation in a subway station during the Sao Paulo Fashion Week in Sao Paulo October 27, 2013. (Photo by Paulo Whitaker/Reuters)

An employee works on the automobile assembly line of a Citroen C3 car at the PSA Peugeot Citroen plant in Poissy, near Paris, France, April 29, 2015. PSA Peugeot Citroen said on Wednesday its revenue rose in the first quarter as the recovering French carmaker's efforts to raise prices helped offset weaker volumes. (Photo by Benoit Tessier/Reuters)

Goyo, an eight-month-old mini pig, plays with a dog in Mexico City, December 21, 2015. Mini pigs can grow to about 30 kg (66.1 lbs) in weight and about 35 cm (1.1 ft) in height, according to the company Mini Pigs Mexico. The company says that the mini pigs' popularity as pets is growing and around 300 are sold every year in Mexico, with prices ranging from $350 to $1,600. (Photo by Edgard Garrido/Reuters)

The Villarica volcano erupts near Pucon, Chile, early Tuesday, March 3, 2015. The Villarica volcano erupted Tuesday around 3 a.m. local time (06:00 GMT), according to the National Emergency Office, which issued a red alert and ordered evacuations. (Photo by Aton Chile/AP Photo)

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.

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)

Saint Nicholas poses with students during a traditional parade in central Brussels, Belgium December 3, 2016. (Photo by Yves Herman/Reuters)