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)

Berlin-based artist Sebastian Bieniek unfolds the story of a two-faced female in his series of photographs “doublefaced”. Using an eye pencil and lipstick, bieniek simply draws an image of a face onto the side of skin. The sketch includes only one eye: carefully placed hair hides the rest of the face from view, revealing one, moving eye of the model. Blue, brown, awake, and sleeping variations create portraits with unique expressions and an illustrative sensibility. The 22 photographs of the hybrid girl expose her daily routine – drinking coffee, traveling on the train, taking a shower, and smoking cigarettes – capturing the daily life of a female with two faces.

19 individually themed and hand crafted art suites have been newly designed by creatives from across the world – from a swedish artist who made a giant snow elephant in the room, to a french team who fused snow, ice and disco into a groovy sleeping experience. Each year, the hotel creates a new series of artist-designed accommodation spaces that add to the existing landscape of private rooms. (Photo by Icehotel.com/Exclusivepix Media)

Disguised participants strike poses on a car during the ancient carnival of Ituren, in the northern Spanish Navarra province on January 30, 2017. The yearly three day festivities, revolving mainly around agriculture and principally sheep hearding, run on the last Sunday, Monday and Tuesday of January where Navarra Valley locals from two villages dress up and participate in a variety of activites as they perform a pilgrimage through each village. (Photo by Ander Gillenea/AFP Photo)

A woman gets ready for her performance at the backstage of the Heart restaurant in Ibiza on June 29, 2015. Take the Spanish chefs Ferran and Albert Adria, the Cirque du Soleil founder French Guy Laliberte and contemporary artists such as Japanese Takashi Murakami. Put them together on the luxurious Mediterranean island of Ibiza and shake well to get “Heart” an innovative multi-sensory experience. The idea of provoking emotions through a collision of avant-garde creativities appeared two years ago from Adria brothers and Laliberte's passion about art and cuisine. They met a decade ago at the famous restaurant El Bulli, closed in 2011. (Photo by Jaime Reina/AFP Photo)

A participant in the traditional dance of Los Historiantes poses for a picture prior to performing in the festivity held in the honour of Saint James, in Santiago Nonualco July 22, 2015. The traditional dance was brought to Latin America by the Spanish, and participants each dramatise an episode of the battles between the Christians and the Moors that took place on the Iberian Peninsula about eight centuries ago, according to the dancers. (Photo by Jose Cabezas/Reuters)

This image of a young bareback rider was taken in the village of Palenque de San Basilio, in Colombia’s Bolívar department. Founded by freed slaves in the 17th century, it became the first free town in the Americas, following a decree by the Spanish crown. Most of today’s inhabitants are direct descendants of those slaves and have preserved many of their customs, including their own language, Palenquero. (Photo by Sebastián Suki Beláustegui/The Guardian)