Alex “Torreto” Vellios, a 26-year old barber sports his tattoo of an open razor as he holds a real razor while preparing for his first customer of the day at his Torreto barber shop in Frankfurt, January 6, 2015. Inspired by a childhood trip to the barbers with his grandfather in Greece, Vellios, a formally trained hairdresser and self-taught barber, fulfilled his dream of opening his own gentleman's barber shop five months ago and has turned it into a successful male grooming and shaving business with customers now waiting up to three to four weeks for an appointment to see him. (Photo by Kai Pfaffenbach/Reuters)

Christmas decoration selling during Depot Christmas Shopping on November 23, 2011 in Hamburg, Germany. (Photo by Christian Augustin/Getty Images)

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 Pablo Picasso papier mache “huge head” mask, known as “Capgros” in Catalan, is displayed at the entrance of the “El Ingenio” shop on August 23, 2011 in Barcelona, Spain. “El Ingenio” (The Ingenuity) has been making and selling papier mache giant masks and huge heads for Catalan popular festivals since 1838. The “La Merce” festival will be held on September 24 to observe the feast day of Our Lady of Mercy, patron saint of Barcelona. (Photo by David Ramos/Getty Images)

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)

General view of a Saks Fifth Avenue Holiday shopping window display on November 30, 2015 in New York City. (Photo by Michael Loccisano/Getty Images)

Brendan Fitzpatrick is a commercial photographer specialising in advertising and lifestyle photography. He also creates unique X-ray images marketed under the banner Invisible Light. Brendan is based in Sydney, Australia. (Photo by Brendan Fitzpatrick)