THE WORLD OUTSIDE YOUR PHONE

Dear Young Creative,
I am aware that the phone in your hand has the whole world in it, but let me tell you why you should put it down sometimes, especially when you are in transit either by foot, bus or cab.

The world outside your phone still holds the greatest inspiration you need.

Let your eyes feed on the thronging crowds at bus-stops; stop for a moment and watch the street hawker break into a dance in order to create awareness for the expertly arranged Gala in the tray balancing unguided on his head.

From your peripheral view, see the man that holds an audience still as he analyses world politics at the newspaper stand- veins bulging on his neck, and saliva flying free as he passionately makes his point.
Or cast a bombastic side-eye at the agbero who yells "owo da?", chasing the bus conductor who jumps over the wares of screaming market women.

Let your ears rest from your airpods , to let in the sweet voice of the 9yr old Chadian girl as she remixes Kizz Daniel's Buga while squinting through car windows, all in a bid to earn a few Naira notes.

Be thrilled with the street poetry and chants from a gang of O-ra-i-sirs, who have their arms raised in perpetual salute and their feet stomping the tarred road, as they playfully encircle the young Yahoo Boy who is wearing an oversized shirt, sagging jeans and foam-runner sandals. They beg him to make them his foot mat and get sprayed with a mix of blue and brown one thousand naira notes.

Let your nose be assaulted by the sweet aroma of street jollof and ponmo marinating in peppered stew. Quickly wind up your car window to escape Sosorobia Eau De Arabia- the cologne worn by some brother... a perfume so strong that stays in the air longer than many African Presidents.

Every once in a while, let the Ikpekere seller chase down the beckon from your bus, until she catches up with you, and you end up munching the dry, salty snack and thanking heaven for the miracle called plantain.

Let your mind wander, then wonder whether people really buy those inflatable beds that some hawkers struggle to squeeze through the pothole ridden maze between cars in the city traffic...

Dear Young Creative,
Now that you have seen the world outside your phone, you can pick it up and let your fingers create mind-blowing content for your client.