Legal Tracks

“Legal Tracks” transformed Kwai’s technical terms of service — usually technical, ignored, and mandatory — into a cultural campaign. Based on the insight that 97% of Brazilians don’t read contracts, we partnered with KondZilla to create a playlist of 8 tracks translating legalese into hits. Each track addressed key contractual themes — like image rights and data use — into music people could understand and remember. The campaign reached 70M impressions; 62% listened to at least one track, resulting in a 1,966% increase in user comprehension. We turned a legal problem into pop culture.