Sparks are thrown as an employee grinds the edges of a ski at the plant of Swiss ski manufacturer Stoeckli in Malters, Switzerland November 25, 2015. Stoeckli plans to produce some 1,000 pair of skis per year of a special edition for Swiss watch manufacturer TAG Heuer, a brand of LVMH Group. (Photo by Arnd Wiegmann/Reuters)

Egyptian workers eat on a truck in Cairo, Egypt, Sunday, January 22, 2023. Egypt is in an economic crisis is partly caused by the yearlong grinding Russian invasion of Ukraine. But the conflict in Europe has also exposed the frailties of an economy suffering from decades of mismanagement, turmoil from its 2011 Arab Spring popular uprising, years of militant attacks and then, the coronavirus pandemic. (Photo by Amr Nabil/AP Photo)

In this photo taken Monday, March 5, 2018, s*x worker Irene sits in her brothel in Juba, South Sudan. As World Women's Day is to be marked across the globe and women across much of the Western world have galvanized around the #MeToo movement, South Sudan remains a place where women face grinding difficulties and rights experts say most women remain voiceless. (Photo by AP Photo/Stringer)

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 performer and his son parade during a gathering of sapeurs in Kinshasa, capital of the Democratic Republic of Congo, on February 10, 2023. Flamboyant dandies paraded near the tomb of one of their icons in DR Congo's capital Kinshasa, flaunting coveted designer labels in stark contrast to the grinding poverty surrounding them. Dozens of extravagantly dressed dandies, known locally as sapeurs, turned up on February 10, 2023 to commemorate the death of Stervos Niarcos, a pop star and one of the most famous of Congo's legendary dandies. Niarcos, who died in 1995, epitomises the fanatical pursuit of elegance for many in the abysmally poor central African country. (Photo by Alexis Huguet/AFP Photo)

Models pose backstage at the Celia Kritharioti Spring/Summer 2012 fashion show at One Mayfair on March 20, 2012 in London, England. (Photo by Ian Gavan/Getty Images For Celia Kritharioti)

Colombian-Spanish actress Juana Acosta attends the Fotogramas Awards 2012 at Joy Eslava Club on March 12, 2012 in Madrid, Spain. (Photo by Carlos Alvarez/Getty Images)