Yang Juan, an employee at Goopal Group, takes a nap in her seat after lunch, in Beijing, China, April 21, 2016. Office workers sleeping on the job is a common sight in China, where a surplus of cheap labour can lead to downtime at work. But in China's technology sector, where business is growing faster than many start-up firms can hire new staff, workers burn the midnight oil to meet deadlines and compete with their rivals. Some companies provide sleeping areas and beds for workers to rest during late nights. (Photo by Jason Lee/Reuters)

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)

English singer Victoria Louise “Pixie” Lott attends the launch of the new Pixie Lott Paint collection at The Cuckoo Club on June 27, 2017 in London, England. (Photo by PA Wire)

The UK reality TV mum Binky Felted out and about in London, England on November 7, 2017. Binky looked amazing in a black blazer, (Photo by Flynet Pictures)

Demi Rose attends The Beauty Awards with OK! in London, England on November 28, 2017. (Photo by James Curley)

Paris Jackson arrives at the Calvin Klein Collection fashion show during New York Fashion Week at New York Stock Exchange on February 13, 2018. (Photo by Ouzounova/Splash News and Pictures)