A Tibetan mastiff dog is displayed for sale at a mastiff show in Baoding, Hebei province, south of Beijing on March 9, 2013. Fetching prices up to around 750,000 USD, mastiffs have become a prized status-symbol amongst China's wealthy, with rich buyers across the country sending prices skyrocketing. Owners say the mastiffs, descendents of dogs used for hunting by nomadic tribes in central Asia and Tibet are fiercely loyal and protective. Breeders still travel to the Himalayan plateau to collect young puppies, although many are unable to adjust to the low altitudes and die during the journey. (Photo by Ed Jones/AFP Photo)

A villager run as Mount Sinabung erupt at Sigarang-Garang village in Karo district, Indonesia's North Sumatra province, February 1, 2014. Four people died and more than 28, 000 villagers have been evacuated since authorities raised the alert status for the volcano to the highest level in November 2013, local media reported on Saturday. (Photo by Reuters/Stringer)

A Palestinian protester sets fire to himself as he throws a molotov cocktail during clashes with the members of the Israeli armed forces in the West Bank city of Hebron, 13 October 2015. The past 12 days have seen the worst spell of street violence in Israel and the Palestinian areas in years, stirred in part by Muslim anger over perceived changes to the status quo observed at a disputed Jerusalem holy site. Sixteen Palestinians from the West Bank and Jerusalem have been killed, but more than half of them have been attackers shot dead after or during attempts to stab Israelis. (Photo by Abed Al Hashlamoun/EPA)

The International Space Station (ISS) moves along its orbit above at the Russian leased Baikonur cosmodrome, Kazakhstan, Thursday, July 18, 2019, with a statue of Soviet Union founder Vladimir Lenin in the foreground. Circular star tracks around the Polar Star and tracks of the ISS is the result of the camera multiple exposure with a total duration of two hours. (Photo by Dmitri Lovetsky/AP Photo)

A giant classic Hindu Ramayana statue dons a face mask to remind passengers to keep to coronavirus precautions at the Suvarnabhumi airport in Bangkok, Thailand, Wednesday, July 21, 2021. The Civil Aviation Authority of Thailand has ordered a halt to all domestic flights operating from the most severely affected provinces effective Wednesday. Exceptions are allowed for flights to destinations that are part of a plan that allows vaccinated travelers from abroad to stay for two weeks on popular islands such as Phuket and Samui without quarantine confinement. (Photo by Sakchai Lalit/AP Photo)

A woman with disability communicates with sign language as they sit and demonstrate with Disability Activists Forum demanding their rights from the Bengal Government, during the International Day of Persons with Disabilities in Kolkata, Eastern India, 03 December 2021. The International Day of Persons with Disabilities is annually observed on 03 December with an objective to promote an awareness of disability issues, the fundamental rights of persons with disabilities and integration of persons with disabilities in the mainstream of each aspect of the social, political, economic and cultural status of their communities. (Photo by Piyal Adhikary/EPA/EFE)

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)