I saw this showcased when we were in Cannes.
Basically a couple of creatives from Y&R decided to get creative in their description of a BMX listed on ebay. The results speak for themselves with the bike achieving 5 times its original price upon re-sale. Imagine how much the client would love you if you could drive 500% incremental growth on an existing product?!
It is a nice case study to reinforce Henry's statement last week that we need to be brave with our clients. It demonstrates that no matter how small the brief, how boring the product/topic may be, creativity rules in the end.