The party comes across a nice hermit in the woods. He gives them food and lodging for the night. They awaken to his terrified screams. "East! It's east! Stop it! It'll kill us all!" The poor horror-stricken hermit dies thrashing in agony, one boney arm outstretched, his finger pointing to the east.
When someone befriends an animal, s/he obtains the ability to unite their souls together and take on the form of that animal as well as its abilities. S/he also gain some properties of that animal even when they are no keener t transformed, such as resistence to cold or senses. If s/he really wants to s/he can half transforms taking on characteristics of the animal and their normal form