Pabst Blue Ribbon is launching a new internet holiday, but it’s not for beer. National Mural Day, debuting May 7 will install works nationwide and partner with artist Cey Adams to encourage communities to do the same.

Beer brand Pabst Blue Ribbon has declared May 7, 2019, to be the first National Mural Day in the U.S. To commemorate the occasion, the brand has partnered with visual artist and Def Jam founding creative director Cey Adams to reimagine its packaging. Over 150 million Pabst Blue Ribbon cans and packaging will become available in late March.

A one-minute video debuted on the brand’s YouTube channel on Tuesday in which Adams recalled his graffiti movement roots and artistic process. In mid-April, Adams will host a three-part video series that highlights emerging muralists.

National Mural Day will link artists with local wall owners and engage with mural programs around the US. Murals will be erected in New York City, Philadelphia, Detroit, Nashville, Denver, Charleston, Portland, Washington DC, Los Angeles, Austin, Seattle, Atlanta and other cities.

“Pabst Blue Ribbon is committed to making art available to everyone and inspiring America’s doers, change-makers and creatives through art,” said the brand in a press release.

“Murals are the most accessible form of art, and National Mural Day will encourage artists, landlords and civic institutions to collaborate on creating new murals in their community.”

The brand says it believes that art affects positive change, which is why it supports over 200 art events each year and has commissioned over 175 new murals in America since 2016.

“Pabst Blue Ribbon is a brand I always planned to explore in my work, and partnering to launch National Mural Day felt right,” said Cey Adams. “Murals and Street Art are an important element of my work. My hope is National Mural Day will become a platform for artists and their communities to celebrate art and its rich history.”

Murals have long been used as advertising tools but have experienced a resurgence over the past few years. These painted images can be highly detailed like the ones created in Australia for STXFilms’ Happytime Murders, or simple like Oatly’s message in London—telling passersby simply to “ditch milk.”

In an age where being selfie-worthy can impact a campaign’s success, it’s no wonder that so many brands are turning to murals as a creative outlet.

Snapchat has taken this idea even further by combining old school marketing with the new. In October, the company unveiled a Marker with Snapcode template that creates Lenses over existing images such as a poster or mural. The new template was demonstrated with “Angel Wings,” a Lens that added and tracked animated angel wings on a user when they posed in front of a Los Angeles mural.