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Strange Thoughts was asked to create a functional chicken wing De-Boner for an April Fool's day prank in collaboration with Currys & Wingstop.
To sell the story, it needed to look and feel like a real kitchen appliance.
The catch? Currys' social media team had this spark of inspiration only 21 days before April Fool's day.
To begin prototyping, we needed one crucial ingredient - wings.
After analysing the structure of the wings (and enjoying the results) we started prototyping with a large power drill and a pair of pliers.
We found that gripping the meat and twisting the bone consistently de-boned the wings, leaving just the meat. However, the splattered hot honey sauce on the walls told us a power drill was just a little too powerful.
We had a plan.
Our industrial design team began prototyping the form of the De-Boner, taking inspiration from kitchen appliances such as food processors and air fryers.
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After a few initial 3D models we settled on a design, featuring a single pull-out meat collection tray and a single button to operate the De-Boner.
The final design resembled a typical kitchen appliance, crafted in matte black plastic with a silver Philips logo.
After a few photoshoots, the De-Boner was ready for filming. A production crew of 30+ filmed an influencer-led fake social media ad to really sell the April Fool's joke to fans.
The ad went up on TikTok and Instagram on April 1st, and the De-Boner was listed on the Currys website (but sadly out of stock).
The campaign 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 (AKA, the best).
The social media ad was shared by Metro, and in total achieved over 1.5M streams in just 24 hours.