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Creative

How Saatchi Italy Created the 'Perfect' Woman to Promote Body Positivity

UNIT9 uses real-time projection mapping to visualise ideas on the female form for Vitasnella water

How Saatchi Italy Created the 'Perfect' Woman to Promote Body Positivity

UNIT9 proudly announces the launch of ‘The Perfect Woman’, a live experiment for Vitasnella water, one of Italy’s most popular mineral water brands. Promoting Vitasnella water’s desire to sensitise consumers on the importance of our individual attitudes towards beauty, UNIT9 produced a social experiment that puts the spotlight on our often grotesque expectations of women’s body size, shape and volume.

The experiment was conducted among eight, randomly-selected men and women from Milan. After taking a good look at the ‘plus size’ model standing in front of them, panel members were individually asked to adjust her ‘problem zones’ and body shape into their ideal female body, using UNIT9’s specifically developed iPad app. Once satisfied with the changes, the altered body was then projected back onto the model to show what her artificial body and people’s perception of ‘beauty’ looks like.


A collaboration with advertising agency Saatchi & Saatchi Italy, UNIT9 made use of real-time projection mapping and augmented reality to visualise the projected  ideals  of the female form. A 3D scan and a newly developed head tracking system enabled the tech team to capture head and body movement in real time to create the shockingly realistic illusions.

Vitasnella water has always encouraged women to take care of themselves. This live experiment empowers women to accept their physical shapes and inspires a critical reflection on our image of The Perfect Woman. Vitasnella water concludes that the perfect woman doesn’t exist. Every woman is beautiful and at her best when being herself.

The campaign’s film will launch on YouTube on the occasion of International Women’s Day 2015. A behind-the-scenes video allows curious minds to understand and explore the making of this social experiment.

Creative Agency

Creative Agency: Saatchi & Saatchi Italy

Digital Production Company

Digital Production: UNIT9

Category: Soft drinks , Water

Genre: Digital