A Tibetan Buddhist nun spins a prayer wheel in sub zero temperatures at a Buddhist laymen lodge where thousands of people gather for daily chanting session during the Utmost Bliss Dharma Assembly, the last of the four Dharma assemblies at Larung Wuming Buddhist Institute in remote Sertar county, Garze Tibetan Autonomous Prefecture, Sichuan province, China November 1, 2015. (Photo by Damir Sagolj/Reuters)

A model presents a creation by Italian designer Donatella Versace as part of her Haute Couture Fall/Winter 2016/2017 fashion show for Atelier Versace in Paris January 24, 2016. (Photo by Gonzalo Fuentes/Reuters)

Residents of the Brussels suburb of Molenbeek are searched by police before taking part in a memorial gathering to honour the victims of the recent deadly Paris attacks, in Brussels, Belgium, November 18, 2015. (Photo by Yves Herman/Reuters)

A Palestinian woman paints a mural, depicting a masked Palestinian holding a knife, in support of Palestinians committing stabbing attacks against Israelis, in Rafah in the southern Gaza Strip November 3, 2015. (Photo by Ibraheem Abu Mustafa/Reuters)

Festivalgoers are seen during the 2019 Coachella Valley Music And Arts Festival on April 20, 2019 in Indio, California. (Photo by Emma McIntyre/Getty Images for Coachella)

A protester peeks out from behind of a banner as supporters of anti-immigrant activists and nationalists march to protest against the Polish governments decision to accept migrants from Syria and North Africa, in Warsaw, Poland, September12, 2015. EU President Donald Tusk said he would call a special summit on the migration crisis if the bloc's interior ministers do not display “solidarity and unity” at emergency talks on 14 September about the thousands of migrants streaming into Europe. (Photo by Jacek Turczyk/EPA)

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.

Sam Warren climbs in to a prototype combat vehicle during the PrepperCon expo Friday, April 24, 2015, in Sandy, Utah. Hundreds of survivalists and “preppers” are gathering in the Salt Lake City suburb of Sandy for the first annual PrepperCon, featuring demonstrations of underground bunkers, food storage, and armored vehicles. (Photo by Rick Bowmer/AP Photo)