April Fools activation which cut through the slop
Currys x Wingstop DeBoner
PHILIPS De-Boner
Product code: 412070
Wrestling with chicken wings? Not anymore. Meet the Philips De-Boner, the world's first fully-automated, cooked wing de-boning machine. Simply place your wing in the clamp and watch as rotational claws strip the meat clean.
Once the bone is bare, the precision chopping blades kick in, finely slicing the tender meat into perfect bite-sized pieces. Bone-free wings, chopped to perfection - because life's too short for messy fingers.
Good to know:
- It's fully automated – clamp, strip, chop, and enjoy
- Enjoy food freedom with battery–powered mess-free, on-the-go de-boning
- The removable tray collects every delicious morsel
- It's limited edition, so get it before it flies away
- It's approved by Wingstop UK, the ultimate experience for iconic wing flavours
^^ From the Currys Product Page on their website – Linked from their homepage.
Went live across social media on April 1st. A one-day activation, which received 1.5 million streams in 24hours. The campaign also achieved national press coverage across industry and mainstream outlets, including being listed on the front page of The Drum, and being named on the Daily Star's "Five worst April Fool's Day jokes" for 2025.
Date:
2025
Edition Details
One Off
Role
Design Director of Product
Partners:
Strange Thoughts
(Product Design Lead)
Collaborators: