Animal shelters are generally not thought of as places of joy. The overall association tends towards the cold, not animal friendly and somewhat desperate situation of abandoned animals. The declared goal of Dierenbescherming was therefor to turn the outlook on animal protection around and turn it from a cheerless cause to a chance for animal and human.
To get away from this overall gloomy and disheartening atmosphere of an animal shelter, we decided to turn the perception of animal protection into something positive. To achieve this, we teamed up with the wonderful artist Loren Nine to create a catchy and optimistic song that puts the uplifting sides of pets into focus. "Side By Side" became the core of the sonic identity of Dierenbescherming and is now used across all assets. It shifts the perception from hopeless animals to hopeful pets.