Don’t Sleep, Cast Away

Agency Network: 
February 2011

Print advertisment created by FCB, Brazil for Café Tainá, within the category: Non-Alcoholic Drinks.

When sleeping is not an option.

Advertising Agency: Giovanni+Draft FCB, São Paulo, Brazil
Creative Directors: Adilson Xavier, Ricardo John
Head of Art / Art Director: Benjamin Yung Jr
Copywriter: Ricardo John
Illustrator: Andrey Gordeev

Comments (36)

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Highest Rated

HappyHour's picture
Activity Score 2381

Agree completely. Fun idea, but as far as that little part of the definition of advertising that includes "selling products" goes, I doubt this will be very effective.

luispiter's picture
Activity Score 2756

mmm i dont now.. its bad

whatthefudge's picture
Activity Score 1266

Puleez, give the ad at least five seconds before you judge it. How is it unclear to you that neither one of the guys want to fall asleep? And what's the common belief about coffee? Exactly, it keeps you – wait for it – awake.

Billoughsby's picture
Activity Score 5144

Yes. It's not that hard.

That's it.

danje's picture
Activity Score 48

That's what I call constructive criticism. "It's bad." Wow.

Leo Turk's picture
Leo Turk
Activity Score 34

Please stop it!

aMm's picture
Activity Score 60

Superb illustration...i dont know the concept but i like the art......


time_traveler's picture
Activity Score 49

wat? its plain simple. if either of the guys sleep then the other might make a meal out of him, since they r marooned and hav no options left other den eating each other for survival. G8 campaign. all da way

raw tuna's picture
raw tuna
Activity Score 837

Simple, great illustration. I really do like this one.

Wow, people don't understand this? :/

Brainsoup's picture
Activity Score 110

good copy, great illustration but...although funny I find it rather forced

the_lizard_king's picture
Activity Score 1257

SWEET! Awesome work guys!

And then GOD said...
Let there be creativity!!!

ziyad_pa's picture
Activity Score 105

how they've prepared coffee in the middle of ocean!!

wildbore's picture
Activity Score 749

message is spoton! nice work!

talkingisfree's picture
Activity Score 2712

I really like this but I have to say that "When sleeping is not an option" is just working for the creativity but is not going to sell any gram of coffee. There's no real relevant benefit on it. I know this is just for awards and stuff but it should be working also on real life at least. So for me is a nice exercise, superb illustration but is not a good strong concept.

HappyHour's picture
Activity Score 2381

Agree completely. Fun idea, but as far as that little part of the definition of advertising that includes "selling products" goes, I doubt this will be very effective.

madacor's picture
Activity Score 10


mr.x's picture
Activity Score 998

Its okay, no less no more. Nice illustration.

Re Dator's picture
Re Dator
Activity Score 28

Come on... the concept is ok. I really like it.

You can use it to make fun of your friends whenever they're in a similar situation.

"Hey, think I'll serve Taina Coffee to the pilot..."

(sorry, I´m brazilian and my english is lame)

raulbanderas's picture
Activity Score 357

really nice illutration, but i think the other one is better.... way better

Jardeson Rocha's picture
Jardeson Rocha
Activity Score 2

Same here. If its possible to make coffee on this island, what is not possible?

elyoshiro's picture
Activity Score 546


gioborde's picture
Activity Score 1387

Nothing special in the concept. but very nice illustration, I just see a weak keeps you awake??.. not a great discovery!!. for me this is just an illustrated joke, thats all. but entertaining overall.


mr.x's picture
Activity Score 998

Coffee keeps you awake, yes everybody knows that. But why do you want to stay awake(?), thats whats new in this concept.

Helmet Chrome's picture
Helmet Chrome
Activity Score 260

Cool idea and well executed.. But I'd be more worried about the crab and his throne of bones.

abake's picture
Activity Score 1262

Agreed with talkingisfree up to a point, but I suppose when you have no differential benefit you just have to go for broke on execution and I think these guys did it pretty well.

brianbenben's picture
Activity Score 8


bubblestheclownfish's picture
Activity Score 614

What? Taina has caffeine in it? Amazing! I'm going to go buy some... what?.... ALL coffee has caffeine in it? Oh. Tell me again why I should buy Taina coffee? Stupid ad.

LeroyChristian's picture
Activity Score 392

i really love the idea , but do you think by using illustration will attract the target audience?

imagineit's picture
Activity Score 550

This is terrible as if they have no food, how did they get coffee and very nice coffee??

STRTLRS's picture
Activity Score 1601

You do see there is a sunken ship in the background? You do know you don't have to over-think every little detail of an ad?

I think, therefore... yeah.

Hydrogen's picture
Activity Score 86

this is better then the first one


Clementpinto's picture
Activity Score 7

Nice illustration, and definitely not hard to understand >.<

STRTLRS's picture
Activity Score 1601

Hmmmm, yeah, I don't know. I think the odds are with the guy on the right: he has pants, a tattoo that matches the bones on the ground and is holding a meat cleaver, while the other guy has only a fork. My money's on the guy on the right.

To those who don't get it, you should consider another career. This ad is spot on; they obviously ate the last few remaining people (bones?), so they are the last two standing. Neither can afford to fall asleep and risk being eaten, and so on...

That being said, I'm not sure it's wise to sell coffee solely on how effective it is in keeping you awake. Most consumers are more focused on taste, roast and aroma. This concept is probably more suited for an energy drink.

I think, therefore... yeah.

loraks's picture
Activity Score 28

I liked the idea. But not appropriate for an ad work. Could be ok for a comic book, in a film... but don't think it can make the target audience buy Taina.

advancedwebads's picture
Activity Score 2

This is how ads should be made. It shows something in the actual illustration but says a deeper sense and meaning when you look at its details. Web ads should be like its concept. Well, I use advancedwebads as my back up in my marketing strategy. The service gives me unlimited banner imrpessions and clicks for a monthly flat rate.

tiktak's picture
Activity Score 108


rastaparta's picture
Activity Score 158