The Coca-Cola’s Christmas message is always about the joy of sharing. During the holiday season, everyone goes out shopping and the joyful spirit of the season is forgotten when it comes to getting back home in a taxi. That’s why Coca-Cola created the Christmas Taxi in Rome, a cab to be shared by complete strangers. And to make it easier, the advertising roof panels of the vehicles were transformed into LED signs that broadcast their final destinations so other people who might be going the same way could also hail the cab and share the ride.