Interior designer Zahra Afridi (R) kicks a punching bag during a kickboxing training session at her home in Islamabad February 10, 2014. Afridi runs her own interior design company. Her most recent project was a Classic Rock Coffee cafe in Islamabad. Though instability continues to plague Pakistan and many areas are dominated by social conservatism, some of the country's more affluent residents have worked to fashion a very different kind of lifestyle for themselves. Pictures of men and women taking part in all sorts of activities and professions – from being a pilates instructor, to a textile retail entrepreneur, to a member of a rock band – offer a different view of Pakistan to images of conflict that often make the news. (Photo by Zohra Bensemra/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.

A man rides his bike along a controversial bike lane on Prospect Park West on August 17, 2011 in the Brooklyn borough of New York City. In what is being viewed as a victory for the Bloomberg administration, a judge on Tuesday dismissed an effort by Brooklyn residents to remove a bicycle lane installed by the city on Prospect Park West. Mayor Michael Bloomberg, along with his transportation commissioner, Janette Sadik-Khan, has attempted to make New York more bicycle and pedestrian friendly with numerous bike and pedestrian lanes around New York City. The effort has angered some in the city who see the lanes as adding to traffic, taking up parking spaces and a danger to pedestrians. (Photo by Spencer Platt/Getty Images)

A rooster bred for its all black appearance walks through the yard of a small backyard farm on February 3, 2017 on the outskirts of Jakarta, Indonesia. The roosters, called Ayam Cemani, are completely black including their bones and meat and are often sold for use in rituals. (Photo by Ed Wray/Getty Images)

An inflatable pig flies above Battersea Power Station in a recreation of Pink Floyd's “Animals” album cover on September 26, 2011 in London, England. The classic Pink Floyd album artwork was recreated to mark the release of several digitally remastered versions of their albums. (Photo by Oli Scarff/Getty Images)

Ethiopian Airlines female pilots prepare the plane before takeoff at Bole international airport in the capital Addis Ababa, November 19, 2015. Ethiopia Airlines on Thursday, dispatched its first ever all-female operated flight. Every aspect of the journey was handled by women, from the ground crew, aircraft maintenance to traffic controllers. Gualu and her co-pilot were charged with flying the crew and passengers to Bangkok, Thailand. (Photo by Tiksa Negeri/Reuters)

Runners hoist another runner into the air after completing The Color Run All-Star 5K as part of the All-Star Baseball game festivities, Saturday, July 11, 2015, at Sawyer Point Park, in Cincinnati. After more than two years of planning and sprucing up, city organizers say everything's in place for a smooth, safe and fun five days of events that began Friday morning with the opening of Major League Baseball's fan festival. There will be concerts, exhibits, celebrity softball, the Home Run Derby and other activities capped by Tuesday night's game. (Photo by John Minchillo/AP Photo)