Cheerwine: Legendary Giveback

In this latest initiative from NY-based indie agency Woods Witt Dealy & Sons (WWD&S), the legendary soft drink of the South, Cheerwine, and best-selling indie-rockers Avett Brothers are joining forces to present a groundbreaking concert on Oct 19 – called the Legendary Giveback – to raise funds for family-aid organizations across the country. Held at the nTelos Wireless Pavilion in Charlottesville, VA, the show will be streamed live nationally to anyone who makes a commitment to volunteer in their community.

Fans who pledge their time via Cheerwine.com/Giveback or Facebook.com/Cheerwine, will earn a code that will provide Livestream access to the concert. In addition, the town that pledges the most hours will be given the opportunity to host a live Cheerwine-sponsored viewing party in their hometown. There are also a number of prizes – a VIP package to the concert including travel, hotel accommodations, and a meet and greet with the Avett Brothers, among others. Fans can enter the UPC code on Cheerwine packages before Sept 7 to be eligible to win.

As a teaser, WWD&S created this stop-motion promo video set to the Avett Brothers’ new track "Live and Die," which will appear on their upcoming record The Carpenter, due out on 9/11/12.

Proceeds from the concert’s ticket sales will benefit several organizations that specifically address the needs of families: Operation Homefront, devoted to helping military service members and their families; Big Brothers Big Sisters, the nation’s largest donor and volunteer supported mentoring network; and University of Virginia Children’s Hospital, which offers breakthrough research and total healthcare for childhood diseases.

The Legendary Giveback builds upon the relationship Cheerwine and the Avett Brothers have cultivated in recent years, which includes a voice-over series of Cheerwine radio spots.