A rainbow appears over the Louisiana gulf May 26, 2010 in the Gulf of Mexico near Brush Island, Louisiana. (Photo by Win McNamee/Getty Images)

A Muslim boy takes part in Friday prayers on a street outside a mosque in Mumbai, India, June 24, 2016. (Photo by Shailesh Andrade/Reuters)

Festival goers arrive for the Glastonbury festival at Worthy Farm, in Somerset, England, Thursday, June 23, 2016. (Photo by Guy Bell/Rex Features/Shutterstock)

A Rohingya refugee child with thanaka paste is seen in Cox's Bazar, Bangladesh, July 4, 2018. (Photo by Mohammad Ponir Hossain/Reuters)

Electric cars sit charging in a parking garage at the University of California, Irvine January 26, 2015. “The Irvine Smart Grid Demonstration”, a $79 million project funded half by federal stimulus money and half by Edison and partners like UC Irvine, was launched in 2010. The $12 billion utility's research team Southern California Edison is testing everything from charging electronic vehicles via cell phone to devices that smooth out the power created by rooftop solar panels. Those are some of the roughly 60 projects in the works at Edison's Advanced Technology division. It has a small $19 million annual budget, but its influence far exceeds that. (Photo by Lucy Nicholson/Reuters)

79 year old Constance Ngubane spars in the ring as she takes part in a “Boxing Gogos” (Grannies) training session hosted by the A Team Gym in Cosmo City in Johannesburg on September 19, 2017. The grandmothers, many of whom are over 70 have been training with coach Claude Maphosa and claim that they no longer suffer from the ailments they had before, and are stronger than ever. The grannies travel from all over Cosmo City for the twice weekly sessions. Coach Maphosa is in the process of planning events in other areas for grannies who have been inspired by the story, to join in. (Photo by Gulshan Khan/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.

The interior of a house is damaged after an earthquake in Imphal, capital of the northeastern Indian state of Manipur, Monday, January 4, 2016. Five deaths have been reported from in and around Imphal due to falling debris. Imphal has a population of 270,000, and people were jolted from their sleep and ran out of their homes in panic. (Photo by Bullu Raj/AP Photo)