Diary: Pick of the week - Wieden & Kennedy Amsterdam/EA Sports' Fifa 10

After experiencing Wieden & Kennedy Amsterdam's new digital campaign for EA Sports' Fifa 10 game, Matt Williams is eager to get his hands on a copy:

"The amount of data available to the user is astounding. By being able to pinpoint where matches of Fifa 10 are being played, and by comparing the results that each team achieves, the campaign manages to help make the game seem almost as important as the real thing." The work was written by Barney Hobson and art directed by Rick Chant.