A prisoner from the Pedrinhas prison is carried to receive medical help after he was injured during a fight between rival gangs inside the jail, in Sao Luiz, capital of Maranhao state, January 8, 2014. The recent posting on a major Brazilian news website of a video filmed last December 17 by Pedrinhas prisoners of the decapitated and tortured bodies of rival inmates inside the jail has highlighted some of the problems present in the country's prison system which houses nearly twice as many prisoners as its capacity, according to official statistics. (Photo by Douglas Cunha/Reuters/O Estado do Maranhão)

Emma White, of Team Cyclocrossworld, hits the dirt hard during the USA Cycling Cyclo-cross National Championship Elite Women's race at the Valmont Bike Park in Boulder, Colorado, on January 12, 2014. (Photo by Jeremy Papasso/The Daily Camera)

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.

A woman takes a picture with her mobile phone from Caviahue, Neuquen province, Argentina, some 1500 km southwest of Buenos Aires, of the Copahue volcano spewing ashes on December 22, 2012. The authorities of Chile and Argentina issued yellow alerts due to the eruption of the Copahue volcano, placed in the border between both countries. (Photo by Antonio Huglich/AFP Photo)

Meet the real beach babes: the herd of pigs that live a life of luxury paddling in the crystal clear waters of the Bahamas, on August 28, 2013. (Photo by Caters News)

A woman takes her souvenir picture with a white fox in front of ice sculptures illuminated by coloured lights during the opening day of the 31st Harbin International Ice and Snow Festival in the northern city of Harbin, Heilongjiang province, January 5, 2015. The annual Ice and Snow Festival, organized by China National Tourism Administration and local governments, kicked off on Monday in Harbin, one of the coldest cities in China. (Photo by Kim Kyung-Hoon/Reuters)

Eighty one-year-old Sakon Haba (L) wearing loin cloth walks past a police station after he bathed in ice-cold water at the Teppozu Inari shrine in Tokyo January 11, 2015. According to organizers, about 100 participants took part in the Shinto ceremony to purify their souls and wish for good health in the new year. (Photo by Toru Hanai/Reuters)

Mercedes Formula One driver Lewis Hamilton of Britain sprays champagne at a grid girl as he celebrates his victory on the podium after the Chinese F1 Grand Prix at the Shanghai International Circuit, April 12, 2015. (Photo by Carlos Barria/Reuters)