Tree trunks are seen in a forest on November 8, 2011 near Landau an der Isar, Germany. The German government is conducting a nationwide project to estimate the number, variety and geographic distribution of trees and forests in Germany, as well as their condition and health. Approximately a third of Germany is covered in woodlands, and though that territory has actually expanded since 1989, some analysts fear demand for wood will outstrip supply in coming years due to national growth in industry and bio-energy needs. (Photo by Johannes Simon/Getty Images)

Bonbibi, Treehouse Point, Fall City, WA. The Bonbibi is balanced on two steel yokes. The yokes spread out the load and allow for tree growth and movement in the wind. A small deck hangs from the beams below and uses the treehouse itself to shelter guests. (Photo by Pete Nelson)

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)

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)

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.

Visitors watch a tree decorated with about 10,000 Easter eggs in the garden of the retired couple Christa and Volker Kraft in Saalfeld, central Germany, Tuesday, March 19, 2013. The Kraft family has been decorating their tree at Easter for more than forty years. (Photo by Jens Meyer/AP Photo)