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)

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.

An altar is pictured after it was decorated by the Antar family with some 3,000 traditional cheese and corn buns called “chipas”, in celebration of Kurusu Ara in Asuncion May 3, 2015. Kurusu Ara, the Day of the Cross, is a Catholic festival that is combined with local Gurani culture and falls annually on May 3. Paraguayans typically celebrate the festival with chipas, used to decorate religious shrines and altars. The chipas are later distributed to attendees. The buns at the top are arranged to read, “March 3 live”. (Photo by Jorge Adorno/Reuters)

A tale of two foxes. Surprising behaviour, witnessed in Wapusk national park, on Hudson Bay, Canada, in early winter. Red foxes don’t actively hunt Arctic foxes, but where the ranges of two predators overlap, there can be conflict. Though the light was poor, the snow-covered tundra provided the backdrop for the moment that the red fox paused with the smaller fox in its mouth in a grim pose. (Photo by Don Gutoski/2015 Wildlife Photographer of the Year)

Girls in red neckerchiefs dance on Red Square, with the GUM, the State Department Store and the Historical Museum in the background, during a ceremony to celebrate joining the Pioneers organization and 100th anniversary of the All-Union Pioneer Organization, in Moscow, Russia, Sunday, May 22, 2022. Pro-Communist Russians are trying to preserve the Young Pioneers, which used to be the Communist league for pre-teens in the Soviet Union. (Photo by AP Photo/Stringer)

An injured fan is helped by a riot policeman during clashes between Red Star Belgrade and Partizan Belgrade fans in the stadium before the teams' Serbian Superliga soccer match in Belgrade, April 25, 2015. Serbian league leaders Partizan Belgrade held champions and bitter city foes Red Star to a 0-0 draw in a derby match marred by bad crowd trouble before kickoff on Saturday. The start was delayed for 45 minutes after home Red Star supporters pelted riot police with seats and flares, forcing officers to retreat from the north tier that houses the club's diehard fans. (Photo by Marko Djurica/Reuters)

“Red Land: Sunset Cloud Village is one of the most picturesque places in Red Land, China. As its name indicates, it's best to see before sunset. The reddish brown soil turns redder after rainfall and after farmers plow the land”. (Photo and comment by Peng Jiang/National Geographic Photo Contest via The Atlantic)

Russian honour guards march during the military parade at Red Square in Moscow on November 7, 2018. Russia marks the 77th anniversary of the 1941 historical parade, when Red Army soldiers marched past the Kremlin walls towards the front line to fight Nazi Germany troops during World War Two. (Photo by Mladen Antonov/AFP Photo)