Café Tainá: Don’t Sleep, Cast Away

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
Published: February 2011


luispiter's picture
2756 pencils

mmm i dont now.. its bad

whatthefudge's picture
1268 pencils

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
5095 pencils

Yes. It's not that hard.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

danje's picture
48 pencils

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

Leo Turk's picture
Leo Turk
34 pencils

Please stop it!

aMm's picture
60 pencils

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


time_traveler's picture
49 pencils

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
715 pencils

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

Wow, people don't understand this? :/

Brainsoup's picture
110 pencils

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

the_lizard_king's picture
1259 pencils

SWEET! Awesome work guys!

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

ziyad_pa's picture
105 pencils

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

wildbore's picture
749 pencils

message is spoton! nice work!

talkingisfree's picture
2646 pencils

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
2385 pencils

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
10 pencils


mr.x's picture
974 pencils

Its okay, no less no more. Nice illustration.

Re Dator's picture
Re Dator
28 pencils

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
357 pencils

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

Jardeson Rocha's picture
Jardeson Rocha
2 pencils

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

elyoshiro's picture
546 pencils


Gi_bo's picture
1385 pencils

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
974 pencils

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
260 pencils

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

abake's picture
1272 pencils

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
8 pencils


bubblestheclownfish's picture
618 pencils

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
392 pencils

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

imagineit's picture
552 pencils

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

STRTLRS's picture
1607 pencils

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
86 pencils

this is better then the first one


Clementpinto's picture
7 pencils

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

STRTLRS's picture
1607 pencils

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
28 pencils

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
2 pencils

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
108 pencils


rastaparta's picture
158 pencils


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