More than just a hoax:

Although at this stage we are mainly concentrating on what we want to hoax and how we will do it, we don't want to move away from the concept behind the idea, how the public will react to the hoax and if we really do believe everything that we see. Obviously, we need the hoax to be extremely realistic in order to be believable, we need to constantly be thinking about how we can present it to the public. After all this is what we want to illustrate with the idea!