A visitor to the New Museum walks through the “Carsten Holler: Experience”, exhibition at the museum on December 14, 2011 in New York City. The show, which has been called an art world amusement park, includes a 102-foot slide that corkscrews down from the fourth floor to the second; an installation of flashing lights that is supposed to make you hallucinate and a sensory-deprivation tank that is meant to resemble the Dead Sea. (Photo by Spencer Platt/Getty Images)

A truck lays overturned onto a car following strong winds at a Kurnell industrial park after a rare tornado hit the Sydney suburb December 16, 2015. The tornado hit Sydney on Wednesday with destructive winds above 200 km an hour (125 mph) and cricket ball-sized hail, bringing down trees and power lines, tearing off roofs, overturning vehicles and causing flash flooding. (Photo by Jason Reed/Reuters)

A passenger takes off his pants as others not wearing pants dance while waiting for a subway train during the “No Pants Subway Ride” in Mexico City, Mexico, February 21, 2016. The event is an annual flash mob and occurs in different cities around the world, according to its organisers. (Photo by Carlos Jasso/Reuters)

Danila Shmelev, an artist from Moscow, Russia, works on a 3-D picture in Dubai, United Arab Emirates, Monday, February 27, 2017. Artists who focus on 3-D pictures have gathered in Dubai for the Dubai Canvas 3-D Art Festival, which runs from March 1 through March 7. (Photo by Jon Gambrell/AP Photo)

A man cries as he carries his daughter while walking from an Islamic State-controlled part of Mosul towards Iraqi special forces soldiers during a battle in Mosul, Iraq March 4, 2017. Reuters Photographer Goran Tomasevic: “Both screaming in terror, a father and the young daughter he cradled in his arm fled through the rubble-strewn streets of Wadi Hajar, transformed in a flash into a battleground between Islamic State fighters and Iraqi special forces. They and their neighbours – some wearing rubber sandals, some barefoot – were running from an IS counter-attack in this part of Mosul, dodging gunfire as the militants closed in”. (Photo by Goran Tomasevic/Reuters)

Police officers take cover as they clash with protesters after an officer shot and killed a black man in Brooklyn Center, Minneapolis, Minnesota on April 11,2021. Protests broke out April 11, 2021 night after US police fatally shot a young Black man in a suburb of Minneapolis – where a former police officer is currently on trial for the murder of George Floyd. Hundreds of people gathered outside the police station in Brooklyn Center, northwest of Minneapolis. Police fired teargas and flash bangs at the demonstrators, according to an AFP videojournalist at the scene. (Photo by Kerem Yucel/AFP 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)