The Stroopwafel Campaign
Project overview
The Stroopwafel campaign launched the Lebois & Co Heritage Atelier Small Seconds “Stroopwafel”, transforming one of the Netherlands’ most recognisable everyday objects into a piece of fine watchmaking.
Its starting point was a simple visual observation: the traditional waffle structure of a stroopwafel is essentially an inverted interpretation of the classical Clous de Paris watchmaking pattern. This became both the design rationale for the dial and the central idea behind the campaign.
The campaign was created to introduce L’Atelier, the first room within La Maison Lebois, while demonstrating a less conventional approach to traditional craftsmanship: respectful of watchmaking codes, but willing to reinterpret them with personality and cultural relevance.
Targeting collectors, independent-watch enthusiasts and design-conscious consumers internationally, the campaign combined product photography, storytelling, social media, press coverage and a deliberately playful fourteen-day ordering window: “Until the cookie is gone” or, in Dutch, “Tot de koek op is.”
The result generated international editorial attention, strong social engagement and direct customer demand, turning a distinctly Dutch idea into a credible contemporary watchmaking proposition.
