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)

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)

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.

Celebrities attend The National Reality TV Awards 2016 at the Porchester Hall in London, United Kingdom on September 29, 2016. (Photo by FameFlynet UK)

Ex On The Beach star Charlotte Dawson out on the town with friends on the party island Ibiza, Spain on October 3, 2016. (Photo by Jon Baxter/ICelebTV)

Doutzen Kroes and Candice Swanpoel arrive at the Mert Alas x Marcus Piggot book launch party at Public Hotelon September 7, 2017 in New York City. (Photo by Pierre Suu/GC Images)

English fashion model Daisy Lowe seen at LFW s/s 2018: Off-White x Mytheresa.com – intimate dinner at St John Bar & Restaurant during London Fashion Week September 2017 on September 17, 2017 in London, England. (Photo by MagicMoments UK)