Dubbed ‘Graffiti Alive’ – to complement Bacardi Superior Rum’s global ‘Alive with Taste’ campaign – a marathon mural-painting contest will be held throughout the weekend of July 21-22.

Graffiti artists have been invited to contribute to a brand mural on the side of downtown Toronto’s Fox & Fiddle tavern. Each will have a half-hour to showcase his or her interpretation of the campaign creative. All the brave souls will be compensated for their work, but eight who impress a panel of judges most will get to complete the 27’x17′ installation.

The graffiti-thon is part of Bacardi Superior’s international ‘Elixir’ campaign, which began in the UK in June, hit Canada this month and will continue in the US in September. The integrated effort involves OOH, television and print running from July through August. Young & Rubicam UK did the creative, and Denneboom Media is doing the North American media buys. Toronto’s Optimum Public Relations is handling the graffiti event, including commissioning top Canadian graffiti artist SKAM to join seven artistic confreres for the final stage.

‘It will be incredible to watch how our brand will come alive with the cultural phenomenon that is graffiti art,’ explains Lisa Jazwinski, Bacardi Canada group brand manager for rums.