Awaken by Amazon, by a group of Japanese students, has been named one of the year's winners at the Cannes Future Lions
. The project was aimed at helping increase literacy in India, by using Amazon books. The idea was to collect the books that go unused in developed countries from customers, who could send the tomes using the boxes their purchases came in. It was developed by Tokyo Institute of Technology's Konomi Tashiro, Keio University's Tatsuki Tatara, Kenji Shimo and Taichi Nihei and Waseda University's Tomoki Hayashida.