Terms and Conditions seem to be designed not to be read. In fact, the long, technical texts rarely are. A Deloitte* study found that 97% of users worldwide don’t read the rules of the platforms they use. Kwai and BETC Havas set out to change that.
Legal Tracks transforms the app’s terms of use into original songs, including rap, trap, samba, country, pop, boom bap, and reggaeton — making the content entertaining, engaging, and accessible. Turning platform policies into pop culture.
The initiative, created by BETC HAVAS in partnership with KondZilla, Latin America’s largest music YouTube channel, and co-produced by Bumblebeat, converts legal jargon into entertainment – but designed to inform as much as to entertain, so people wouldn’t skip them. Eight key contractual themes were identified and translated into original tracks, written by artists in collaboration with legal experts. It’s a fun, genre-spanning playlist that educates without preaching.
Each track was created from scratch, infused with slang, regional styles, and unique interpretations, transforming dense legal language into something people want to hear. The songs, performed by artists from the KondZilla label, highlight key topics such as safety rules, image rights, misinformation policies, and community guidelines.
Crucially, the structure and meaning of the original policies were preserved but presented through a new lens, musical storytelling. This wasn’t just adding music to a message, it embedded the message in music, a part of popular culture.
The songs have been released across radio stations, social media, Kwai’s own channels, and within the app itself, always accompanied by lyric videos for those who want to sing along.
The project, that launched in early April, has been drawing thousands of positive interactions, combining purpose with popular appeal. The initiative showcases the transformative power of music to connect with audiences and foster safer, more inclusive digital spaces. Music links brands, artists, and people, so using it to promote safety and clarity on social platforms is both natural and powerful. The project also establishes Kwai as a platform committed to innovation, creativity, and digital responsibility.
The platform’s Community Guidelines, for instance, include clear rules against content that promotes hate, violence, harassment, bullying, or misinformation — alongside strict protections for minors. Now, that information is easier to understand and remember.
“We’re using the power of music and entertainment — core pillars of Kwai — to bring users closer to essential information in a light and creative way,” stated Claudine Bayma, general director of Kwai Brazil. “It’s a way to make our transparency and responsibility policy more accessible, in an environment that values authenticity and safety.”
Credits:
Agency: BETC HAVAS
CCO: Erh Ray
VP Creative Director: Otavio Schiavon
ECD Havas Latam: Marcelo Bruzzesi
ECD: Daniel Schiavon
Creative Directors: Otavio Schiavon, Marcelo Bruzzesi, Daniel Schiavon
Creative Team: Otavio Schiavon, Marcelo Bruzzesi, Daniel Schiavon, Rafael Maggessi, Leonardo Breanza
Client Services Team: Andre Gomes, Yuri Aizemberg, Fabio Morita
Media Team: Erika Cabral, Sheila Porangaba
Strategy Team: Gustavo Leite, Pedro Gil
Head of Production: Ana Paula Casagrande
Agency Producer: Tatiane Queiroz
Special Projects Director: Fernanda Segura
Production Company: Zaine Filmes
Executive Producer: Fernanda Segura
Director: Raiane Ferro
Producer: Leonardo Henriques Silva
Photography: Thiago Beck
Editing: Arthur Carvalho
Motion: Rodrigo Peres
Colour: Guilherme Vila
Post-Production: Arthur Carvalho
Music Production Company: KondZilla
Sound Design Company: Bumblebeat
Music Producer: Lucas Sfair, Henrique Tanji
Coordination: Bumblebeat Team
Post-Production: Bumblebeat Team
Executive Production: Luisa Hackett
Client: Kwai
Client Team: Claudine Bayma, Andre Gibello, Beatriz Viabone, Vitor Cavalari, Jana Homma
