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The Cafe Itau campaign goes hand-in-hand with the carpe diem belief that people will never look back on all those times they had a good night's sleep. In this case, naps are under attack--and for good reason. As the tag line reads, "You nap, you lose." Three people show what they have lost on their eyelids. For instance, one woman missed out on the end of the movie while a man didn't get the chance to see his neighbor naked.

Created by Brazil-based ad agency RC Comunicação, the Cafe Itau campaign was art directed by Eduardo Araújo with creative direction by Guilherme Araújo and photography by Blink Images. In order to never miss out again, the Cafe Itau campaign promotes a good dose of caffeine.