Don’t Sleep, Cast Away

Agency Network: 
February 2011
Café Tainá:  Don’t Sleep, Cast Away


Print advertisement 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
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Highest Rated

HappyHour's picture

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.

Activity Score 2381
luispiter's picture

mmm i dont now.. its bad

Activity Score 2756
whatthefudge's picture

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.

Activity Score 1266
Billoughsby's picture

Yes. It's not that hard.

Activity Score 5160
Art Director |

That's it.

danje's picture

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

Activity Score 48
Graphic Designer
Leo Turk's picture

Please stop it!

Leo Turk
Activity Score 34
aMm's picture

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

Activity Score 60
Graphic Designer at Bangalore |


time_traveler's picture

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

Activity Score 49
Copywriter at kathmandu, nepal
raw tuna's picture

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

Wow, people don't understand this? :/

raw tuna
Activity Score 837
General Manager
Brainsoup's picture

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

Activity Score 110
the_lizard_king's picture

SWEET! Awesome work guys!

Activity Score 1257
Copywriter at Forecast advertising |

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

ziyad_pa's picture

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

Activity Score 105
Graphic Designer |

wildbore's picture

message is spoton! nice work!

Activity Score 749
Creative Director at - - -
talkingisfree's picture

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.

Activity Score 2712
Art Director
HappyHour's picture

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.

Activity Score 2381
madacor's picture


Activity Score 10
mr.x's picture

Its okay, no less no more. Nice illustration.

Activity Score 998
Forsbergs Skola
Re Dator's picture

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)

Re Dator
Activity Score 28
Copywriter at Trade Mkt
raulbanderas's picture

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

Activity Score 357
Jardeson Rocha's picture

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

Jardeson Rocha
Activity Score 2
elyoshiro's picture


Activity Score 546
Creative Director at Dir. Creativo Digital |

gioborde's picture

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.

Activity Score 1385
Art Director at LEO BURNETT |


mr.x's picture

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

Activity Score 998
Forsbergs Skola
Helmet Chrome's picture

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

Helmet Chrome
Activity Score 260
Art Director
abake's picture

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.

Activity Score 1262
RMG Connect Colombia
brianbenben's picture


Activity Score 8
bubblestheclownfish's picture

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.

Activity Score 614
Creative Director
LeroyChristian's picture

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

Activity Score 392
Other at Nanyang Academy of Fine Arts
imagineit's picture

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

Activity Score 550
STRTLRS's picture

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?

Activity Score 1601
storytellers. |

I think, therefore... yeah.

Hydrogen's picture

this is better then the first one

Activity Score 86
Other at none |


Clementpinto's picture

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

Activity Score 7
STRTLRS's picture

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.

Activity Score 1601
storytellers. |

I think, therefore... yeah.

loraks's picture

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.

Activity Score 28
advancedwebads's picture

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.

Activity Score 2
tiktak's picture


Activity Score 108
rastaparta's picture


Activity Score 158
Art Director
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