Visitors to the annual Vivid Sydney light festival wear matching illuminated suits alongside the Sydney Harbour Bridge on the second night of the light and sound show in Sydney, Australia, May 28, 2016. (Photo by Jason Reed/Reuters)

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)

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.

People walk on the Patriarch's bridge decorated for Christmas and New Year celebrations with the Christ the Savior Cathedral in the background in Moscow, Russia, Monday, December 16, 2019. (Photo by Alexander Zemlianichenko/AP Photo)

A visitor watches the exhibit “Enchanted: Forest of Light” at Descanso Gardens in La Canada Flintridge, California U.S., December 9, 2016. (Photo by Mario Anzuoni/Reuters)

The Christmas Train of Lights on November 27, 2024 on the Dartmouth Steam Railway in Devon, UK, which runs until 30th December 2024, is reflected in the calm water of the River Dart after leaving Kingswear on its return trip to Paignton. The carriages and steam locomotives on the festive service are lit inside and out with coloured lights. (Photo by Graham Hunt/BNPS)

The Christmas tree is lit at Rockefeller Center in the Manhattan borough of New York City, New York, U.S., November 30, 2022. (Photo by Jeenah Moon/Reuters)

A woman takes pictures using her mobile phone on a deserted square decorated ahead of Christmas, in Pristina on December 7, 2020, during a government-imposed curfew from 7pm to 5am, as part of preventive measures against the spread of the Covid-19. (Photo by Armend Nimani/AFP Photo)