A cat yawns at Nekorobi cat cafe on January 20, 2009 in Tokyo, Japan. Cat cafes, where people can spend time with their favorite cat for about 10 US dollars an hour, are now getting more popular with people living in urban areas. The regular customers are mainly in their 20's to 30's and seaking healing by cats, or people who cannot afford to have pets full time. Some visiters come to the cat cafe three times a week. (Photo by Junko Kimura/Getty Images)

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)

Mikayla Kelly poses during The SMASH – Sydney Manga and Anime Show at Rosehill Gardens on August 8, 2015 in Sydney, Australia. (Photo by Lisa Maree Williams/Getty Images)

An echidna light sculpture eating ants is displayed during a media preview of Vivid Sydney illuminated displays at Taronga Zoo on May 24, 2016 in Sydney, Australia. Vivid is lighting up at Taronga Zoo for the first time with ten giant animal sculptures representing critical species the zoo is committed to protecting. Held annually, Vivid Sydney is the world's largest festival of light, music and ideas running for 23 days. (Photo by Cameron Spencer/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 participant prepares for the 42nd annual Gay and Lesbian Mardi Gras parade in Sydney, Australia, 29 February 2020. The Sydney Mardi Gras parade began in 1978 as a march and commemoration of the 1969 Stonewall Riots of New York. It is an annual event promoting awareness of gay, lesbian, bisexual and transgender issues and themes. (Photo by James Gourley/EPA/EFE)

A woman takes a photo on her mobile phone of a tiger during the media preview of Vivid Sydney at Taronga Zoo on May 19, 2019 in Sydney, Australia. An illuminated trail of almost 300 lit lanterns of endangered species will glow every night at the zoo during Vivid Sydney which runs from May 24 throughout Sydney with hundreds of lit buildings and exhibits which attract hundreds of thousands of visitors each year. (Photo by James D. Morgan/Getty Images)

St Mary's Cathedral is illuminated as part of a Christmas lights display in celebration of Christmas on December 19, 2014 in Sydney, Australia. (Photo by Brendon Thorne/Getty Images)