A woman guards stand at the gate of a cosmetic factory during a government organised visit for foreign reporters ahead of 70th anniversary of North Korea's foundation in Pyongyang, North Korea on September 8, 2018. (Photo by Danish Siddiqui/Reuters)

Brazilian model Sofia Resing arrives for the screening of the film “France” at the 74th edition of the Cannes Film Festival in Cannes, southern France, on July 15, 2021. (Photo by Sarah Meyssonnier/Reuters)

An aerial view shows local residents visiting a river side park in Taipei during the Lunar Mew Year on February 19, 2021. (Photo by Sam Yeh/AFP Photo)

An Indian girl dressed in traditional attire reacts to camera as she watches a cultural performance during Lohri festival in Jammu, India, Monday, January 13, 2014. Lohri is a celebration of the winter solstice observed by Hindus and Sikhs in northern India. (Photo by Channi Anand/AP Photo)

A Pakistani farmer guides his bulls as he competes in a traditional bull race in Khunda village in the northwestern district of Attock, some 80 kilometers from Islamabad on January 3, 2015. Tens of thousands of people gather whenever there is a bull race held in Pakistan which are usually the highlight of festivals organized in rural areas of the Asian country, and attract lots of spectators due to their thrilling nature. The traditional competition attracts landlords and farmers from all around the province where the race is held, and they all bring their fastest and strongest bulls in hopes of gaining a reputation. (Photo by Aamir Qureshi/AFP Photo)

An Indian Sadhu, or Hindu holy man, sits for a community feast at the Sangam, the confluence of the Rivers Ganges, Yamuna and mythical Saraswati, during the annual month-long Magh Mela religious fair in Allahabad, India, Friday, January 16, 2015. Hundreds of thousands of devout Hindus are expected to take holy dips at the confluence during the astronomically auspicious period of over 45 days celebrated as Magh Mela. (Photo by Rajesh Kumar Singh/AP Photo)

Revelers, covered in coloured powder, celebrate, during a Holi Run Festival in Madrid, Spain, Sunday, April 12, 2015. Thousands of revelers took part in the festival that includes a mini marathon. The festivals are fashioned after the Hindu spring festival Holi, which is mainly celebrated in the north and east of India. (Photo by Andres Kudacki/AP 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.