Dear Distinguished Subscribers,

Welcome to the 41st Edition of Stuffed.

We cannot ignore the monumental thing that happened since our last edition… For the first time in history, England won their first Euros group stage match!! Over 10m people tuned in to our first game, so perhaps the Euros will lift the mood as we await for more restrictions to ease. Big things to come with the England vs Scotland game tonight.

In this week’s edition of Stuffed, we’ll be hearing about the impact the pandemic has had on the world of gaming, the brand that built Mount Recyclemore for the G7 summit, and the platform blocking Google’s controversial cookieless tracking and targeting method.

If you haven’t already done so, you can subscribe to Stuffed here.

Happy reading and stay safe everyone.

From your friends at Goodstuff.


The abundance of gambling ads in the UK has been a hot topic for a number of years now, and it’s back on the agenda with bookies going hell for leather during Euro 2020. It’s a topic close to our hearts, through our partnership with Gamble Aware. And whilst the voluntary “whistle to whistle” code that prevents betting ads from being shown during live sport has been a step in the right direction, it appears that the public wants to go further. Around ¾ of adults support a 9pm watershed for gambling ads across multiple channels including TV, radio, and online – according to a YouGov survey as reported in The Guardian. 

The pandemic has had a significant impact on all of our behaviours but particularly on the world of gaming. Once seen as a pursuit of the young, gaming is now very much mainstream and our potential biases around the demographic state of this audience need to change. The IAB hosted its first ever Gaming Week recently and from that we learnt that one in four UK adults are gaming on a PC or console daily, whilst almost half are playing games on their mobiles every day. In-app inventory (especially rewarded) has historically been looked down upon by media buyers, but with 63% accepting the value exchange between ads and free games, is now the time to sit up and take notice? There’s still a way to go for this inventory to level up, but the future is promising.   

The tech world is getting used to having the regulators’ eye on it, so it’s potentially of no surprise that the CMA have confirmed they are investigating both Apple and Google regarding their dominance in the mobile phone space. What’s most interesting is that this is a fully expanded enquiry, looking not just into the operating systems, but their app stores and web browsers too. As the industry continues to go through upheaval from privacy pushes such as Apple’s iOS 14.5 and Chrome outlawing cookies from 2022, further inquiries seem likely as the tech giants continue to top up their walled gardens with more and more bricks. 


The Migration Museum launches a moving campaign

  ‘Football Moves People’ is a topical exhibition and campaign inspired by the fact that all 26 countries competing in Euro 2020 have players with roots in other countries to the ones they represent. The multimedia campaign includes social media, OOH, window displays, and a partnership with Find My Past.    

musicMagpie builds Mount Recyclemore for G7 summit

‘Recommerce’ retailer musicMagpie builds ‘Mount Recyclemore,’ a reimagined Mount Rushmore featuring the leaders of all seven countries. The mount is made up of 20,000 pieces or 12 tonnes of ‘e-waste,’ discarded phones, and other electronics, designed to jolt politicians and people out of apathy relates to tech recycling.   

City of Chicago’s Boards of Change wins Black Pencil

Amongst the three winners of the coveted D&AD Awards this month was Chicago’s initiative to turn the boards that barricaded shopfronts during protests into voter registration booths for the US election. Addressing voter disenfranchisement, the campaign supported by OOH, social, and PR led to record numbers of registrations and votes.   

Xbox recognised for the birth of gaming tourism

Continuing our tribute to D&AD winners is this inventive campaign from Xbox, partnering with Rough Guides to create ‘The Rough Guide to Xbox.’ The campaign focuses on the exploration of gaming environments above action and achievement, proving a hit during lockdown when real-world tourism was ground to a halt.  


Amazon is blocking Google’s FLoC

 Amazon is blocking Google’s controversial cookieless tracking and targeting method FLoC. For those that aren’t aware of what a FLoC is, FLoC stands for Federated Learning of Cohorts. Amazon is now stopping Google’s FLoC from gathering really valuable data reflecting the products that users are searching for in Amazon’s wide e-commerce universe. 

Google says FLoC is intended to protect people’s privacy because it uses machine learning to group them based on the web pages they have viewed rather than tracking them at the individual level. Right now, the system is in a pilot phase, assembling data indicating what websites, content, and products people are interested in. 

Who doesn’t want a viral campaign?

“Step right up, get your viral campaign here!” is what they’re saying over at Twitter. It’s a brand’s dream of going viral – for the right reasons! With an endless bank of memes and trending topics in its armoury, over the years Twitter has mastered the art of elevating the conversations that take place on its platform in off-kilter ways. 

Last week Twitter turned a popular meme into a music video after the team spotted a video that was making the rounds. The viral sensation saw an interview with Fulham Manager, Scott Parker with the backing track of ‘The Streets’ song ‘Dry Your Eyes’ – which had generated over 10,000 likes. 

Twitter monitored the conversation around this video, with many of the comments asking for an official collaboration and so Twitter’s creative team set itself a challenge to substitute Fulham FC’s manager for Mike Skinner in the Don’t Mug Yourself music video with the power of CGI. 

Thanks for tuning in to the 42nd edition of Stuffed, we’ll see you next week.