Humane World for Animals unveiled a global rebrand anchored by a powerful creative collaboration with Grammy-nominated artist Sia, who reimagined Peter Gabriel’s iconic “Solsbury Hill” as the campaign’s anthem. To complement the brand relaunch, the brand’s new logo was transformed into a literal “animal print” that symbolized happy, free animals. The brand partnered with fashion designer Christian Siriano to create a custom couture gown made from the print. Worn by Sia during a national television performance, the dress turned the campaign into a walking, talking, and singing billboard. The objective was an unconventional brand moment that would spark conversation and reintroduce the organization through music, fashion, and media.