A cat jumps from a shelf to catch a light beam at the “Kis-Kis” Cat Cafe in the Siberian city of Krasnoyarsk, Russia, July 6, 2015. A local animals rights group founded the shelter for dozen of homeless cats and combined it with the cafe, where visitors can communicate with animals for hourly fee in addition to drinks, table games, books and WI-FI. (Photo by Ilya Naymushin/Reuters)

NYC morning fog. Wednsday, January 15, 2014, morning dense fog creates spectacular views over the East river of lower Manhattan, Brooklyn and Manhattan bridges as New Yorkers and tourist admire the scenery. View from Brooklyn Bridge Park in DUMBO Brooklyn. (Photo by Paul Martinka/New York Post)

Schick Hydro and Chanel Iman get guys #NakedFaced at the Schick Hydro Barbershop at The Sports Illustrated Swim City Event on February 9, 2015 in New York City. (Photo by Ilya S. Savenok/Getty Images for Schick)

Guest gather in the street as the wait to attend the annual New York City Diner en Blanc, August 22, 2017 held this year at the plaza at Lincoln Center. The Diner en Blanc, the worlds only viral culinary event, a chic secret pop-up style picnic from France, the outdoor site – always a landmark location – is revealed at the last-minute. Guests are asked to dress entirely in elegant white, bring a picnic basket of food, fine china and silverware, white tablecloths, table and chairs. (Photo by Timothy A. Clary/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.

A hostage runs towards a police officer outside Lindt cafe, where other hostages are being held, in Martin Place in central Sydney December 15, 2014. Two more hostages have run out of the cafe at the center of a siege in Sydney, Australia's largest city, according to a Reuters witness at the site. The two women were both wearing aprons indicating they were staff at the Lindt cafe where a gunman has been holding an unknown number of hostages for several hours. Three men had earlier run out of the cafe. (Photo by Jason Reed/Reuters)

The Morgan Stanley Children's Hospital of NewYork-Presbyterian recently installed a new CT scanner in their radiology testing room, but what separates the machine from others of its kind is that it is designed in the likeness of a pirate ship. Being that the facility is designated for medical testing on children, the hospital opted for a playful piece of equipment when it came time to replace their old medical apparatus.