10 Facts About Keith Haring's Lucky Strike

An image of the yellow lucky strike by Keith Haring depicting a figure bouncing up out of a brown boxLucky Strike (yellow) © Keith Haring 1987
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Keith Haring

Keith Haring

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Keith Haring was an American artist and social activist renowned for his unique visual language that emerged in the early 1980s, drawing inspiration from street culture, graffiti and the burgeoning hip-hop scene in New York City. Haring's work is characterised by bold lines, bright colours, and simplistic, cartoonish figures and symbols, often imbued with deeper social and political messages. His art was frequently seen in public spaces — from large murals to chalk drawings on empty advertising panels in subway stations.

Throughout his career, Haring tackled subjects like AIDS awareness, apartheid, and drug addiction, utilising his art as a means for advocacy and change. Despite his untimely death from AIDS-related complications at the age of 31, Haring's influence remains profound, as his iconic style and commitment to social causes continue to inspire artists and activists around the world.


The cigarette company Lucky Strike commissioned the series of prints from Keith Haring in 1987

hows three jumping and dancing figures that surround the box of Lucky Strike cigarettes in dynamic composition. The composition is mostly in black and white, with only the Lucky Strike logo in colour.Lucky Strike © Keith Haring 1987

Haring was commissioned by Lucky Strike to create designs suitable for marketing and advertising purposes. Haring presented the brand with a collection of signature whimsical creations that showcased his iconic bold lines and minimalist human depictions, integrated with the Lucky Strike logo. Once finalised, three illustrations were launched as posters, while five others were released as screen prints.


Haring created ten sketches for the brand, but not all were approved

The print depicts the Lucky Strike packaging with cigarettes protruding from the box in swirling shapes. A hand rendered in orange touches the box on the edges, holding it from the bottom. The drawing is sketched in bold black lines.Lucky Strike (blue, white) © Keith Haring 1987

Nine of the ink sketches are unmistakably and characteristically light-hearted, yet Haring also created a more contentious tenth illustration: a skeleton smoking a cigarette. Although it was not accepted for the campaign for obvious reasons, Haring clearly couldn't refrain from honouring his activist ethos.


The works were commissioned by Lucky Strike Switzerland and facilitated by the art consultant Pierre Keller

An image of a print showing a bright orange figure, upside down and in the air, Haring creates an image full of energy and excitement. The packet of Lucky Strike cigarettes remains closed, sitting at the bottom of the image as the central figure dances on top.Lucky Strike (blue) © Keith Haring 1987

Pierre Keller had arranged for Haring to create posters for the 1983 Montreux Jazz Festival, and also knew Andy Warhol. The Jazz Festival is an esteemed annual music event in Switzerland, and Haring's design featured his signature dancing figures, twisting and set against vibrant colours, encapsulating the feel of music. The posters clearly made a memorable impression, as Lucky Strike asked Keller to commission Haring to create something for them years later.


Haring was no stranger to commercial collaborations before Lucky Strike

An image of the print Absolut Haring, which shows the Absolut Vodka bottle rendered in Haring’s trademark bold lines, surrounded by a crowd of genderless figures. Haring uses bold red outlines against a bright yellow backdrop that sets a contrast against the blue Absolut logo.Absolut Haring © Keith Haring 1986

One of his most famous collaborations while still alive was with Absolut Vodka and Swatch, both of which were done the year prior to his work with Lucky Strike. Since his death, Haring's estate has continued his commercial spirit in an effort to continue democratising Haring's art for all.


Haring wrote about the collaboration in his journal

An abstract-like figure, depicted in bold lines and shown in yellow, is seen smoking a cigarette against a green background. The Lucky Strike logo is in the top right corner.Lucky Strike (green) © Keith Haring 1987

In an entry dated June 16th 1987, Haring wrote: “[Wake] at 8:30. I begin immediately to do the ink drawings for the Lucky Strike posters. Each poster must contain the logo (drawn) of Lucky Strike. I do 9 drawings with variations of different ideas. They actually came out pretty cool, considering how miserable I was feeling when I started. The final drawing (#10) was a skeleton smoking a cigarette, which I gave to the school to be hung in Pierre [Keller]'s classroom. The man from Lucky Strike was not very amused, but I could care less.”


The collaboration features some of his iconic motifs

This print  shows a bright blue stick figure dancing underneath a pink sun, set against a glowing yellow backdrop and red landscape.International Youth Year © Keith Haring 1985

The Lucky Strike prints feature Haring's signature “dancing figures,” emblematic of his distinct style. Characterised by their simplistic, bold lines radiating energy and movement and rooted in the street and pop culture of 1980s New York, these universal symbols not only celebrate life, unity, and dance but also reflect Haring's commitment to social activism.


Haring was inspired by Warhol in blurring the lines between commercial and fine art

An image of the print Andy Mouse 3 by Keith Haring, featuring two dancing figures holding aloft a large dollar bill with the figure of a spiky haired Andy Warhol with Mickey Mouse ears.Andy Mouse 3 © Keith Haring 1986

Warhol radically transformed the art world by blurring the lines between high art and commercial aesthetics. Drawing from popular culture, advertising and mass media, Warhol created artworks using everyday objects -- challenging traditional art conventions.

Haring, inspired by Warhol's approach, also sought to break down barriers between high art and everyday culture. Haring's public murals, Pop Shop and collaborations with brands and celebrities echoed Warhol's belief in making art accessible to a wider audience. Both artists believed in art's democratising potential and its power to communicate and engage on a mass scale. Their interactions and mutual admiration further strengthened Haring's resolve to use commercial avenues as legitimate spaces for artistic expression and activism.


Each print in this series has a maximum edition of 80, and is signed by Haring

Lucky Strike shows a white dancing figure emerging from a toy box. Its head is replaced by the Lucky Strike logo. The background is composed of a green floor and a yellow wall. The print is signed on the right side.Lucky Strike (yellow) © Keith Haring 1987

Lucky Strike (blue, white) and Lucky Strike (green) are an edition of 30, Lucky Strike (blue) is an edition of 50, and Lucky Strike (yellow) and Lucky Strike (white) are an edition of 80.

Prints produced in smaller editions are inherently scarcer, making them more sought-after by collectors and art enthusiasts. The limited availability heightens this series' desirability.


By this point in his career, Haring was already well-established

A self-portrait by Haring, whose face forms the central focus of the image, but it is unusual that this portrait shows the artist’s head attached to the body of an animal with sharp claws. This portrait is set against a plain black backdrop, framed with a bright red, crayon-like line as the only use of colour in the image.Self Portrait © Keith Haring 1985

By the point that he created the Lucky Strike series in 1987, Haring had achieved major success in his career. He already participated of the Documenta 7 in Kassel (exhibiting alongside Jean-Michel Basquiat, Cy Twombly and Warhol) in 1982, participated in the Whitney Biennial in 1983 and the Biennale de Paris in 1985 and carried out work for the United Nations.


Haring died only three years later, in 1990

This print shows two genderless figures with their arms outstretched, holding up a large heart in the centre of the frame.Bayer Suite 1 © Keith Haring 1982

Having been diagnosed with AIDS only one year after his Lucky Strike collaboration, Haring tragically passed away on February 16, 1990, at the young age of 31. Throughout his life, Haring was an ardent social activist, and after his diagnosis, he channelled his energies even more fervently into raising awareness about the AIDS epidemic. He used his distinctive art to advocate for safe sex, AIDS awareness and research funding. He participated in public awareness campaigns, contributed to educational programs and provided significant support to organisations fighting the disease. His activism and public openness about his own diagnosis at a time when the disease was stigmatised played a crucial role in de-mystifying AIDS, fostering broader societal acceptance and understanding. Even after his passing, Haring's foundation continues to support initiatives related to children's programs, the arts and HIV/AIDS awareness and research, cementing his legacy as both an iconic artist and a tireless activist.

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